It’s safe to say that I cannot stop watching Gap’s latest ad.

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The brand’s latest campaign features a hypnotic performance by KATSEYE, the globally diverse girl group born out of a HYBE reality competition. Since their debut in 2023, the six members – Megan, Daniela, Lara, Yoonchae, Sophia, and Manon – have skyrocketed in popularity and racked up millions of fans online (myself included). 

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Gap isn’t new to the formula of dance-driven ads, but in recent years has leaned further into modern cultural partnerships (such as Troye Sivan last year) as a way to stay relevant with younger generations.

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In this 90-second spot, the group struts and dances in head-to-toe denim to Kelis’ Milkshake. The ad has pulled in more than 5.5 million views on YouTube in only 6 days, making it one of the most iconic campaigns this summer.

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Why Gap Wins:

• Culturally relevant: KATSEYE is one of the most talked-about groups right now, known for their addictive performances and catchy songs. Featuring them puts Gap directly in the center of youth culture.
• Nostalgia: Pairing early-2000s denim looks with an iconic Y2K anthem taps into Millennials who grew up with the song while also playing into Gen Z’s revival of the era’s fashion. 
• Authenticity: The group’s diversity and individuality make the campaign feel inclusive and genuine. Each member embodies a different denim look, reinforcing that Gap’s jeans are for anyone.

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This ad also landed at a moment when a different denim brand stumbled. American Eagle’s recent Sydney Sweeney campaign, playing on “good genes/jeans,” was slammed for its eugenics-tinged undertones and vibes reminiscent of Brooke Shield’s infamous Calvin Klein ad. Featuring a blonde, blue-eyed star while talking about “good jeans” raised many eyebrows online. It has been described as tone-deaf, controversial, and hypersexualized.

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On the other hand, Gap’s ad feels like a breath of fresh air. It’s celebratory, inclusive, and rooted in culture. I don’t know about you, but it makes me want to throw on some denim and dance along.

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