Denim & Dollars: How Katseye’s Gap Campaign Hits the Mark
After the Sydney Sweeney x American Eagle campaign sparked backlash for tone-deaf undertones, Gap staged a flawless counterpunch with its Fall 2025 “Better in Denim” spot featuring global girl group KATSEYE—and the fashion world noticed. When it comes to denim ads that spark conversation without stirring cultural alarm, Katseye x Gap is a masterclass in thoughtful marketing—placing it in stark contrast to the Sydney Sweeney–American Eagle fiasco.
Katseye x Gap: Authentic, Inclusive, Intentional
Los Angeles-based global girl group Katseye formed through Hybe and Geffen, and recently starred in Gap’s Fall 2025 denim campaign, performing to Kelis’ "Milkshake" in Gap low-rise denim, embodying Y2K-fueled pop energy. Helmed creatively by Humberto Leon, the group’s style blends diverse cultural references with nostalgic early 2000s logic. It's playful, celebratory, and deliberately diverse.
This campaign feels communal. It leans into style heritage while centering global representation, making Katseye’s denim feel empowering rather than mere branding.
Why KATSEYE Is the Antidote to Sweeney’s Misfire
While Sydney Sweeney’s ad was criticized for being tone-deaf in a politically charged moment, Gap's campaign featuring KATSEYE landed with vibrancy and cultural relevance.
Representation matters. KATSEYE is a truly global girl group with members from the Philippines, South Korea, Ghana, and the U.S.—injecting real diversity into the mainstream denim narrative.
The campaign is rooted in nostalgia yet forged for today. It revives Y2K low-rise silhouettes, set to Kelis’s “Milkshake,” reintroducing denim as both timeless and energising.
The ad’s choreography—fusing hip-hop, jazz funk, ballet, bollywood influence and Fosse—with joyful movement and denim that moves with them, communicates authenticity.
Fashion That Speaks (and Moves)
KATSEYE didn’t just wear Gap jeans—they embodied the concept of “denim as identity.” Their outfits are as individual as their lineup:
Mini skirts, low-rise baggy jeans, corseted jackets, denim bralettes, pleated skirts—each styled to reflect personal identity while complementing the collective vibe.- Teen VogueStylish Magazine.
Every member gets a moment. Whether it’s Manon’s Aaliyah-inspired baggy jeans or Yoonchae’s childhood memories of Baby Gap hoodies, the campaign invokes nostalgia with emotional clarity. -Cosmopolitan.
Marketing as Cultural Conversation
Gap didn’t phone this in. The campaign became instantly viral:
It racked up record engagement—over 100× Gap’s usual levels—and is now the brand’s most talked-about campaign yet.
Consumers called it a cultural moment, not just an ad—praising it for being uplifting, inclusive, and stylish without sacrificing comfort.
A Forbes contributor even noted that while AE got attention, Gap’s execution with KATSEYE blended nostalgia and inclusivity into a seamless scroll-stopper.
Final Takeaway
Katseye’s campaign demonstrated how denim—when paired with inclusive storytelling and cultural awareness—can empower instead of provoke. By contrast, Sydney Sweeney’s ad is a cautionary tale about sloppy creative that trades integrity for shock value. Remember: in fashion marketing, context and intention matter infinitely more than a catchy tagline.
XOXO, The Fashion Stock Market.
Cover Photo: Pinterest
Editor: Felicity Field
