KATSEYE brings back low-rise denim in Gap dance campaign

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Gap has launched its Fall 2025 campaign, “Better in denim,” spotlighting the return of its iconic low-rise styles and the early-2000s 'long & lean' jean.

Fronted by global girl group KATSEYE, the campaign builds on the brand’s legacy of music, movement, and self-expression.

Set to Kelis’ 2003 hit Milkshake, the campaign was choreographed by Robbie Blue and directed by Bethany Vargas, with photography by Bjorn Iooss.

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It features KATSEYE performing a genre-blending routine styled in denim, including a reimagined 'long & lean' jean updated with a modern fit, reengineered waistband, and 10 new washes.

The campaign also marks a limited-edition KATSEYE logo hoodie featuring the group’s name in Gap’s iconic arch, available for pre-order from 22 August.

Each piece is designed in colours selected by the group, inspired by their latest album Beautiful Chaos.

The “Better in Denim” campaign will run globally across Gap’s owned and earned media channels, including digital, social, in-store, influencer collaborations, and a Times Square billboard takeover.

“Gap continues to build on its legacy of bridging generations by spotlighting global talent and celebrating self-expression through music, dance, and denim. Partnering with KATSEYE was a natural fit, we share a bold, expressive and inclusive point of view," said Mark Breitbard, president and CEO of Gap.

In a joint statement, KATSEYE added: “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 return of low-rise denim with KATSEYE follows Gap’s broader trend of using fashion, music, and dance to inspire self-expression.

Last year, the brand debuted its Fall 2024 campaign, “Get loose” starring GRAMMY-nominated pop star Troye Sivan and dance group CDK Company.

Directed and choreographed by Sergio Reis and shot by Dan Martensen, the campaign featured original choreography set to Thundercat’s viral hit Funny Thing with dancers showcasing baggy and loose-fit denim as a canvas for creativity and personal style.

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