KATSEYE, the multinational girl group from HYBE and Geffen Records, has been named the face of Gap’s new Fall 2025 campaign, Better in Denim. The campaign marks a return to the brand’s iconic low-rise and long & lean jean styles, with a promotional video that features the group performing original choreography to Kelis’ 2003 hit Milkshake.
The campaign, directed by Bethany Vargas (who also directed Lady Gaga’s Abracadabra music video), is set to launch globally across various platforms.
A Fusion of Music, Dance, and Fashion
The Better in Denim campaign is built around the intersection of music, movement, and self-expression, a strategy Gap has employed with other artists, including Troye Sivan. In a joint statement, KATSEYE’s members praised the brand’s approach, stating, “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 campaign showcases KATSEYE performing choreography by Robbie Blue, with each member styled in denim looks that give a modern update to classic low-rise styles. The reimagined jeans feature a modern fit and reengineered waistband, available in 10 new washes. The campaign will also feature a limited-edition KATSEYE logo hoodie, designed in colours inspired by their recent album, Beautiful Chaos.
Mark Breitbard, president and CEO of Gap, commented on the partnership: “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.”
The campaign’s “Y2K music video” aesthetic has garnered significant attention from fans online, with many calling it the “best denim ad ever.” One fan commented, “This could’ve been an official MV btw, while another noted, I love how they made all the denim pieces all different shapes, sizes AND colours, just like how our genes are!”
KATSEYE’s Rising Profile
The Gap campaign is the latest in a series of high-profile moments for KATSEYE, who earned a VMA nomination earlier this month. The group’s members, including Sophia Laforteza, Manon Bannerman, Daniela Avanzini, Lara Raj, Megan Skiendiel, and Yoonchae Jeung, have been steadily gaining global recognition since their debut last year. Lara Raj and Megan Skiendiel, who came out as LGBTQ+ earlier this year, add to the group’s profile as a symbol of diversity and originality.
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Sophia Laforteza, the group’s leader, spoke about the visual identity of the group, saying, “What resonated with the people so much about our visuals is how much we choose to enhance it and stay true to ourselves. As much as we love to try new things, every single one of us is true to ourselves, and we always make sure that we’re confident and we feel good.”
The campaign’s global rollout will include a billboard takeover in Times Square, ensuring the group’s presence is seen in a major fashion and cultural hub.
