Gap Throws It Back to Y2K With Katseye, Low-Rise Denim, and ‘Milkshake’ Remix

Gap has recruited Katseye to kick off the next phase of its comeback tour. 

The global girl group stars in the retailer’s fall 2025 campaign, “Better in Denim,” which brings back music and fashion from the early 2000s: The soundtrack is Kelis’ 2003 hit song “Milkshake,” and the cast wears low-rise denim. 

The 90-second commercial continues Gap’s tradition of energetic dance ads, which the retailer has recently revived with Gen Z stars like Troye Sivan and Tyla to reach a new generation. 

Katseye, which formed in 2023 through reality competition series Dream Academy, is a buzzy, young music act with more than 22 million followers. The six members hail from the Philippines, South Korea, Switzerland, and the U.S.

In Gap’s ad, their performance brings a fresh take to the brand’s roots in music, movement, and style. As Katseye’s members dance, more performers gradually join in, creating a visual metaphor for people of different backgrounds coming together.

Bethany Vargas directed the ad, with photography by Bjorn Iooss. Robbie Blue was the choreographer and blended dance styles like jazz funk and hip-hop. 

The campaign launches Aug. 19, ahead of Katseye’s “Beautiful Chaos” tour beginning in November. It will run across Gap’s owned and earned media channels globally, including digital, social, email, in-store, influencer partnerships, and a Times Square billboard.

With the new work, Gap is promoting the return of its Long & Lean jeans, an early 2000s customer favorite, as well as its full range of denim. It will also release a limited-edition Katseye logo hoodie available for pre-order from Aug. 22. 

Marketing Reboot

Katseye fits into Gap’s strategy to regain cultural relevance through marketing that gives nostalgia a modern edge. 

After the ads with Troye Sivan and Tyla, its spring campaign this year featured actress Parker Posey, who starred in the most recent season of The White Lotus. 

“We’ve been intentional about celebrating what’s happening now. And right now, that’s Katseye,” chief marketing officer Fabiola Torres told ADWEEK.

“Katseye represents a new wave of global talent—diverse in background, perspective, and influence,” she continued. “They’re more than a pop group; they’re digital-native creators and emerging style leaders with a powerful, highly engaged fanbase.”

Gap’s marketing revamp began after former Mattel exec Richard Dickson took over as CEO of parent company Gap Inc. in 2023. He went on to name designer Zac Posen as creative director for Gap Inc. and chief creative officer of Gap sister brand Old Navy. 

The turnaround strategy has been paying off for Gap, which reported 5% same-store sales growth for the first quarter of fiscal 2025—its sixth consecutive quarter of growth.

However, Gap warned earlier this year that President Donald Trump’s rising tariffs could cost the company between $100 million and $150 million. The year has proven difficult for retailers generally, with U.S. apparel spend falling 22% in the first three months of 2025 as consumers prioritize essentials over discretionary fashion, according to data from financial services firm Empower.

By teaming up with Katseye, Gap aims to “create brand distinction, build cultural relevance, and deepen our connection with customers,” Torres said.