Move over BTS – all-girl Korean band KATSEYE have taken over the planet.
Each of the six KATSEYE members come from different countries and ethnic backgrounds, with dance and singing experience. They came together as a part of K-pop HYBE’s competition show Dream Academy, where international contestants train in dance and vocals to earn one of six spots in the final group. They have had a string of massive hits, and ask any millennial or Gen Z who they are and guaranteed, you’ll get an essay in return.
Now Gap has jumped on the bandwagon, entering its EYEKONS era. This week, the brand unveiled its fall 2025 campaign, “Better in Denim,” starring KATSEYE’s Sophia, Manon, Daniela, Lara, Megan, and Yoonchae. It features the stars wearing Gap denim that speaks to their personal styles, with dance choreographed by Robbie Blue and photos shot by Bjorn Iooss.
The campaign uses Y2K nostalgia, specifically Kelis’s song “Milkshake,” to promote Gap’s denim, and is praised for its authenticity, cultural relevance, and celebration of individuality, especially with Gen Z audiences. Kellis has re-recorded the song for legal reasons.
Key Aspects of the Campaign
- Target Audience:
The campaign directly targets Gen Z, connecting with their music-driven style and desire for self-expression.
- Music and Nostalgia:
The use of the 2003 hit “Milkshake” by Kelis creates a Y2K aesthetic, tapping into a popular cultural trend.
- Authenticity & Individuality:
The campaign features each Katseye member’s distinct personality and style within the denim line, emphasizing self-expression and diversity.
- Viral Success:
The ad went viral across social media platforms, garnering positive reception from consumers and establishing a new standard for PR strategy, particularly after other campaigns faced backlash.
- Brand Alignment:
The collaboration is considered a natural fit for Gap, a brand with a history of music-focused campaigns, allowing them to stay current while honouring their core identity.
- Product Focus:
The campaign highlights Gap’s low-rise denim, a signature style from the early 2000s, bringing it back into fashion.
The campaign successfully combines music, dance, and fashion with a formula Gap knows works, adding modern celebrity and a contemporary twist.
