Gap has launched its Fall 2025 campaign “Better in Denim,” led by global girl group KATSEYE and spotlighting the return of the brand’s iconic low-rise and early-2000s “long & lean” jeans.
Set to Kelis’ 2003 hit "Milkshake", the campaign was choreographed by Robbie Blue and directed by Bethany Vargas, with photography by Bjorn Iooss.
The updated “long & lean” jean is designed with a modern fit, a reengineered waistband, and comes in ten new washes. Alongside the denim, the campaign introduces a limited-edition KATSEYE logo hoodie featuring the group’s name in Gap’s classic arch logo.
Available for pre-order from 22 August, the hoodie reflects colours chosen by the group, inspired by their latest album Beautiful Chaos.
“Gap continues to build on its legacy of bridging generations by spotlighting global talent and celebrating self-expression through music, dance, and denim. Partnering with KATSEYE was a natural fit, we share a bold, expressive and inclusive point of view,” said Mark Breitbard, president and CEO of Gap.
In a joint statement, KATSEYE added, “Gap didn’t ask us to fit in — they invited us to show up as we are. The denim moved with us, and every look felt like our own.”
The collaboration continues Gap’s recent strategy of blending fashion with performance, following its 2024 “Get Loose” campaign featuring Troye Sivan and dance group CDK Company.
The ad also garnered praise on social media as it comes amid the recent scandal involving American Eagle and Sydney Sweeney. The “Sydney Sweeney Has Great Jeans” campaign, playing on the pun between “jeans” and “genes,” drew criticism for echoing eugenic or white supremacist themes due to Sweeney’s blonde hair and blue eyes.
Meanwhile, netizens laud KATSEYE and Gap for showing that " Good jeans come in all colors".
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