Gap has marked the comeback of low rise denim with a campaign that celebrates individuality, dance, self expression and cultural diversity.
The fashion brand has enlisted global girl group Katseye to front its new Better in Denim autumn campaign.
It takes a different approach to the divisive American Eagle’s ‘Great Jeans’ campaign, in which Sydney Sweeney, fully dressed in jeans, talks about how great her genes are.
Set to the iconic early-2000s anthem ‘Milkshake’ by Kelis, ‘Better in Denim’ 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 more than 22 million followers and Billboard-charting singles, Katseye blends individuality, cultural diversity, and pop innovation.
Gap said their “multicultural point of view, combined with bold self-expression, has earned them a powerful voice within global youth culture”.
“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.”
Gap president and CEO Mark Breitbard said: “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.”
In the spot, dancers move in layers, with more performers joining throughout the video — which Gap said is a powerful metaphor for people from all walks of life coming together. “Their circular formation symbolises 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.”
Here’s KATSEYE performing their tune Grabriela.
Chalk & cheese?
American Eagle’s ‘Great Jeans’ campaign starring Sweeney (see below) divided America and parts of the advertising industry.
Progressives were largely opposed, with some suggesting the ad is racist and a nod to eugenics theory. Conservatives were supportive, including Donald Trump. And then there were those in between, like marketing professor and brand consultant Mark Ritson, who said the ad is average and cannot understand what all of the fuss is about.
So far the American Eagle campaign has driven lifts in web traffic, but not sales.
