‘Better in Denim’ is GAP’s Latest Masterstroke
That one KATSEYE ad with GAP? Gnarly!
Words Donavil Angeles
Photos courtesy of GAP, Bjorn Iooss, American Eagle, Louisa Meng, KATSEYE
September 27, 2025
Nostalgic music? Check. TikTok-worthy choreography? Check. The latest fashion-forward girl group? Check and check. GAP’s new ad, Better in Denim, has officially sent the internet into a frenzy. It’s catchy. It’s viral. And it has GAP written all over it.
Last month, the American brand became the center of online buzz and media chatter with its latest collaboration, a campaign featuring KATSEYE, a K-pop-inspired Western girl group. The ad showcases a high-energy dance performance set to Kelis’s iconic early-2000s anthem Milkshake, all wrapped in a vibrant, Y2K-inspired aesthetic that struck a nostalgic chord with viewers.
True to GAP’s legacy of infectious, dance-driven advertising, Better in Denim has secured its place as one of the standout cultural moments of the year.
But this signature marketing move from GAP is far from new. So, how did GAP truly manage to pull off such an enormous feat?
Sell the Show
Since the ’90s and early 2000s, GAP has defined its advertising style through dance-driven campaigns. Music and movement became part of the brand’s DNA with the iconic 1998 GAP Swing commercial.
By embracing the strategy of “not selling,” GAP has revived its tried-and-true formula for impactful marketing: viral music, viral dance, and viral personalities.
Their most compelling pitch isn’t just about buying clothes, it’s about inviting you into a feeling. A vibe. Campaigns like Linen Moves, Get Loose. Now Live, Just Dance, and now, Better in Denim are less about product and more about energy.
More than just selling jeans, GAP sells a lifestyle–one that’s fun, free, and inclusive. This is the brand. And with every campaign, it reminds you: this is who you are with GAP.
The Right Stars, The Right Timing
GAP’s star, KATSEYE, rarely needs any introduction. Since their debut in 2023, they have continued to rise as a successful name in the music industry, with each of their songs soaring to popularity after every release.
As fresh faces riding the high of their recent popularity, their involvement with GAP nailed the company’s need for diverse representation that aligns with their long-standing goal of authentic self-expression through products and experience, as well as fulfilling their commitment to DEI marketing, which audiences commended.
It is no secret either that this collaboration’s promised success stems from the fact that it dropped not long after the controversial American Eagle ad with Sydney Sweeney. GAP’s perfect timing worked well in their favor, helping them climb to greater heights. This negative buzz around AE painted GAP in a distinctively better light, ticking all the audience’s boxes.
Market by the market
‘Better in Denim’ not only pays homage to GAP’s roots, but the brand’s comeback also proves to be extremely successful among its Gen Z audience, who have reproduced the video into their own TikTok dance challenges and tutorials.
With over a hundred million views and over a billion impressions across all platforms, there is no denying that the viral video's reach is due to the group and the choreography’s appeal, along with the Gen Z audience steering it in a direction that not only feels inclusive but is also achievable in all ways.
This is the art and science behind GAP’s dance ads; the ultimate game-changer that made their brand rise into fame in the 90s up until now—hallmarked as a pop culture staple: Anyone could put on their GAP clothes, and just dance.
