The denim giant uses 1990s and 2000s nostalgia to craft a fire advertising campaign
Last updated: 22nd August 2025
Denim behemoth GAP has teamed up with the global girl group Katseye for their new campaign commercial for ‘Better in Denim’.
Many have been quick to claim it’s a clap back at Sydney Sweeney’s ‘Good Genes’ advert, and if so, it’s a great response.
Better In Denim: The Advert Details
The ad features Katseye dancing to a remix of Kelis’ 2003 smash hit song, Milkshake.
The group have interpreted the fresh line according to their own ideas. Overall, it’s a homage to the mid to late 1990s – 2000s aesthetic, one that goes further than just visuals.
Its flashy dance sets were choreographed by Robbie Blue, the video is directed by Bethany Vargas, and photography was handled by Bjorn Iooss.
Fall Collection
GAP are bringing back major style with fits to showcase their catalogue’s flexibility. In the clip, we get to see low-rise denim and their Long & Lean jean styles.
The brand has fallen off in recent years, but appears to be clawing back lost market share — a strategy that seems to be working.
The collection is set for a fall (autumn) debut.
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