GAP Unveils Fall Denim Campaign Starring Global Girl Group KATSEYE
Spotlighting the return of Low Rise denim and the iconic Long & Lean jean, Gap’s Fall campaign, “Better in Denim,” builds on its legacy of bridging generations through
music, dance, and self- expression
August 20, 2025: Today, Gap unveiled “Better in Denim,” its Fall 2025 campaign starring global girl group KATSEYE. Set to the iconic early-2000s anthem “Milkshake” by Kelis, the campaign reintroduces low rise denim into the cultural conversation through a genre-blending dance choreographed by Robbie Blue. Directed by Bethany Vargas and shot by Bjorn Iooss, the campaign captures the spirit of individuality — championing denim as a canvas for self-expression, unity, and style that transcends generations.
With over 22 million followers, a growing global fandom, and Billboard-charting singles, KATSEYE is one of the most buzzed-about new acts in music. The six-member group blends individuality, cultural diversity, and pop innovation—styled head-to-toe in denim, including a reimagined Long & Lean jean designed to reflect their personal identities. Their multicultural point of view, combined with bold self-expression, has earned them a powerful voice within global youth culture. That same energy and authenticity bring new meaning to Gap’s roots in music, movement, and style.
“Gap continues to build on its legacy of bridging generations by spotlighting global talent and celebrating self-expression through music, dance, and denim” said Mark Breitbard, President and CEO, Gap brand. “Partnering with KATSEYE was a natural fit, 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.”
“Gap didn’t ask us to fit in — they invited us to show up as we are,” said KATSEYE. “The denim moved with us, and every look felt like our own. We got to perform as ourselves, bringing our style and culture to every frame. That’s what makes this moment so powerful.”
The dancers move in layers, with more performers joining throughout the video — a powerful metaphor for people from all walks of life coming together. Their circular formation symbolizes togetherness and community, brought to life on a custom-built Los Angeles set designed to evoke a “circle of love.” Each frame showcases denim in motion, building on Gap’s legacy of movement, music, and style. The cast moves freely and confidently, showing how Gap’s denim is designed not just to be worn, but lived in. The result is a high-energy journey through style and self-expression — led by a new generation made to inspire everyone watching to make denim their own.
“Choreographing this campaign was a dream. Movement is my medium, and with a cast like KATSEYE and a track like ‘Milkshake,’ I had the space to blend styles that wouldn’t normally sit next to each other — Fosse technique, ballet, hip-hop, and jazz funk,” said Robbie Blue, choreographer for the campaign. “It became a dance through decades, just like denim. The clothes moved with the choreography, never against it and that freedom of movement allowed me and the dancers to tap into something bigger.”
Gap’s Long & Lean jeans, an early 2000s icon and customer favorite, return with a modernized fit. Updated with a reengineered waistband, enhanced comfort, and 10 new seasonal washes, the style is designed to move with your body. It’s a reintroduction of a timeless silhouette — ready to be rediscovered by every generation. Beyond Long & Lean, Gap offers a full range of denim fits from low, mid, to high rise and a variety of leg shapes, from skinny to baggy, designed for comfort, movement, and personal style.
This Fall, the group will embark on THE BEAUTIFUL CHAOS TOUR, continuing to bring their signature energy and authenticity to the Gap campaign.
The “Better in Denim” campaign will appear across Gap’s owned and earned media channels globally, including digital, social, email, in-store (Trinoma, SM Megamall, SM Mall of Asia, Shangri-la Plaza, Glorietta 4, Alabang Town Center, Ayala Malls Manila Bay and Abreeza, and Evia Lifestyle Center) gap.com.ph, and content creator partnerships. Follow along @gap , @gapphilippines and @katseye.
ABOUT GAP:
Gap is a globally recognized icon of casual American style. Founded in San Francisco in 1969, Gap champions originality by creating loved essentials and delivering culturally-relevant experiences that celebrate individuality. Gap is an adult apparel and accessories brand that offers GapKids, babyGap, Gap Maternity, GapBody and GapFit collections. The brand also serves value-conscious customers with exclusively designed collections for Gap Outlet and Gap Factory Stores. Gap is the namesake brand of the global specialty retailer, Gap Inc. (NYSE: GPS) and connects with customers online and in company-operated and franchise retail locations globally. For more information, please visit gap.com.
About Specialty Lifestyle Concepts, Inc.
In the Philippines, Gap is exclusively distributed by Specialty Lifestyle Concepts, Inc. (formerly Casual Clothing Retailers, Inc.), a member of SSI Group, Inc. Gap is available at Ayala Malls Manila Bay, Glorietta 4, Shangri-La Plaza, SM Mall of Asia, Trinoma, Alabang Town Center, SM Megamall, and Abreeza Davao. Follow Gap on Facebook or Instagram @GapPhilippines, and @ssilifeph on Instagram or visit ssilife.com.ph or www.gap.com.ph for more information.
About SSI Group, Inc.:
The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering. Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual, and fast fashion, beauty, footwear, home, and restaurant categories. Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years. Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers and to cater to the evolving tastes and aspirations of Filipino consumers. In response to the evolution of the retail industry, the company introduced "The Specialist," an At Home concierge service dedicated to serving its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:
SSI GROUP CUSTOMER SERVICE TEAM
Email: customerservice@ssigroup.com.ph
Telephone Number: 8-830-5000
Mobile Number: (0917) 552 9359
Facebook: facebook.com/SSILifePH
Instagram: @ssilifeph
Viber Community: bit.ly/SSILifePH
#TheSpecialistBySSI