Gap is leaning into nostalgia and new energy with the launch of its Fall 2025 campaign, Better in Denim, fronted by global girl group KATSEYE. Set to Kelis’ early-2000s anthem Milkshake, the campaign revives the low-rise jean and reintroduces Gap’s iconic Long & Lean silhouette, while celebrating individuality through music, dance, and style.
Directed by Bethany Vargas and shot by Bjorn Iooss, the high-energy film features choreography by Robbie Blue, blending Fosse technique, ballet, hip-hop and jazz funk. The six members of KATSEYE — one of the fastest-rising acts in global pop — perform in head-to-toe denim, styled to highlight their diverse backgrounds and individual voices.
Beyond the film, Gap will release a limited-edition KATSEYE hoodie designed with the group’s input, featuring colors tied to their Billboard-charting EP Beautiful Chaos. The drop arrives just ahead of the group’s Beautiful Chaos Tour, amplifying their impact both on stage and in style.
“KATSEYE was a natural fit,” said Mark Breitbard, President and CEO of Gap. “We share a bold, expressive, and inclusive point of view. Better in Denim is the best expression of who the brand is today — fresh, relevant, original, and undeniably Gap.” Watch below:
For KATSEYE, the collaboration was about more than just fashion. “Gap didn’t ask us to fit in — they invited us to show up as we are,” the group said in a statement. “The denim moved with us, and every look felt like our own.”
The campaign also marks the official return of the Long & Lean jean, now updated with a reengineered waistband, enhanced comfort, and ten new washes. It’s a modernized spin on the 2000s favorite — ready to be rediscovered by a new generation.
“Choreographing this campaign was a dream,” said Robbie Blue. “Like denim, movement transcends generations. The clothes moved with the choreography, and that freedom allowed us to tap into something bigger.”
With Better in Denim, Gap reclaims its place at the intersection of fashion, music, and culture — proving that denim is more than what you wear; it’s how you move through the world.
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