You’ve seen the video. It’s hard to miss. A group of girls dancing in a clean, white-walled space, rocking denim that looks like it actually belongs in this decade. If you spent any time on TikTok or Instagram in late 2025, you probably had Kelis’ "Milkshake" stuck in your head for three days straight because of it.
Honestly, the KATSEYE Gap ad—officially titled "Better in Denim"—did something that most corporate marketing fails to do. It felt real. It didn't feel like a brand trying to "fellow kids" its way into a trending topic.
The campaign featured all six members: Sophia, Manon, Daniela, Lara, Megan, and Yoonchae. They weren't just standing there looking pretty. They were moving. The choreography by Robbie Blue was sharp, blending hip-hop and jazz-funk in a way that made the clothes look functional. Gap has a long history of these "swing-style" ads, but this one hit differently.
The Contrast That Sparked a Conversation
Timing is everything in PR. The KATSEYE campaign dropped right when everyone was arguing about a different denim ad. American Eagle had just released a campaign with Sydney Sweeney.
The AE ad used the tagline "Sydney Sweeney has great jeans," which sounds fine until you realize the voiceover was making puns about "genes" being passed down and determining eye color. People on the internet did what they do best: they spiraled. Critics called it tone-deaf and even "eugenics-lite." Whether that was a reach or not, the vibe was off.
Then came Gap.
They didn't release a statement. They just released the KATSEYE spot. It was the ultimate "show, don't tell" move. You had a global girl group with members from the Philippines, South Korea, Switzerland, and the US. It was a visual celebration of diversity without a single corporate buzzword in the script. In fact, there were no lines at all. Just music and movement.
Representation That Wasn't a Gimmick
One specific moment went genuinely viral beyond the "cool" factor. Lara Raj, who is Indian-American, wore a bindi in the ad.
It sounds like a small detail. It wasn't. A mom posted on Instagram about how her daughter saw Lara and suddenly wanted to wear her own bindi with pride. That’s the kind of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) that money can't buy. Lara herself commented on the post, mentioning it was her "number one mission" to make South Asian girls feel seen.
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Breaking Down the "Better in Denim" Strategy
Gap CEO Mark Breitbard called the partnership a "natural fit." That’s CEO-speak for "we finally figured out how to sell clothes to Gen Z."
The brand leaned into the "circle of love" set design in Los Angeles. The dancers move in layers, starting with the group and expanding to a wider cast. It was a metaphor for community, sure, but it also functioned as a great way to show off the "Long & Lean" and low-rise styles they were trying to bring back.
Here is how the campaign actually rolled out:
- The Soundtrack: Using a 2003 hit like "Milkshake" captured the Y2K nostalgia trend perfectly.
- The Product: They focused on baggy styles, horseshoe jeans, and barrel fits.
- The Merch: Gap dropped a limited-edition KATSEYE logo hoodie for $70. Each member picked colors that matched their personal style and the vibe of their EP, Beautiful Chaos.
The numbers were staggering. The ad pulled in 20 million views in just three days. For context, that’s more views than Gap’s last four campaigns combined. By late August 2025, it had crossed the 400 million mark across social platforms.
Is It All Just Great Marketing?
It’s easy to get swept up in the hype, but we have to look at the nuances. While the ad was a masterclass in inclusivity, some critics pointed out the irony of celebrating "empowerment" while the textile industry in South Asia still faces massive labor issues. A Medium piece by writers at Fourth Wave noted that while Lara Raj represents South Asian excellence, the women stitching the denim in Bangladesh and India often work in grueling conditions for sub-living wages.
It’s a tension that exists in all fast fashion. You can love the representation while still demanding better from the supply chain.
There’s also the "idol system" debate. KATSEYE was formed through a Netflix documentary (Popstar Academy). They are a meticulously crafted product of HYBE and Geffen Records. Some skeptics argue that calling them "authentic" is a bit of a stretch when their every move is managed. But if you ask the "Eyekons" (their fans), they don't care. They see the hard work and the genuine bond between the girls.
How to Get the KATSEYE Look
If you’re trying to replicate the vibe of the ad, you don't necessarily need the $70 hoodie. The "Better in Denim" aesthetic is mostly about proportions.
- Go Baggy or Go Home: The days of skinny jeans are still dead. The ad pushed the "Men's Baggy" and "Long & Lean" styles.
- Contrast the Fit: If the jeans are huge, the top should be tiny. Megan Skiendiel wore a Denim Crop Shell Tank that balanced out the heavy fabric of the pants.
- Movement First: The whole point of the ad was that these clothes aren't stiff. If you can't do a hip-hop routine in your jeans, are they even worth it?
The KATSEYE Gap ad wasn't just a commercial. It was a vibe shift. It showed that brands can actually talk to a global audience without sounding like they’re reading from a diversity and inclusion manual. It was fun, it was fast, and it actually made people want to wear Gap again.
Next Steps for Fans and Shoppers
Check the official Gap site for restocks on the KATSEYE logo hoodies, as they tend to sell out in hours. If you're looking for the specific denim fits seen in the video, search for "Long & Lean" or "90s Loose" to get that exact silhouette. Keep an eye on the group's socials for the inevitable "Milkshake" dance challenge tutorials if you want to learn the Robbie Blue choreography yourself.