Yes, 1996-born ‘Zillenial’ Bieber is her usual effortlessly cool self, and yes, the denim is trendy; but that’s not all Gap is selling.
The brand has mastered the art of monetizing the “millennial ache”—nostalgia for the pre-algorithm era and the pop culture and fashion that defined it—with ads that nod to its Y2K heyday, fronted by Gen Z favorites like Troye Sivan and Katseye.
