Katseye is an all-girl music group that made its debut in 2023. These six girls auditioned their way through to make it into the group, and now they are becoming a global phenomenon. In June, they released their debut album, Beautiful Chaos, which was a huge hit. Now, they have partnered with the well-known clothing brand, Gap, for its new Better In Denim campaign. The ad is blowing up all over social media and billboards across the country, as people are saying it reminds them of when Gap was in its prime back in the 1990s and 2000s.
Gap was, and still is, known for its high-quality denim. They also used to be known for their dance commercials. The brand has not been as popular since, but now it is really making a comeback with their new collaboration with Katseye. All of the members of Katseye are also dancers, so the partnership made sense.
Gap hired Emmy-nominated choreographer Robbie Blue to choreograph the ad. He is from Lebanon, Ohio, and his choreography has recently been on the rise. His Emmy nomination is for his choreography for Doechii’s 2025 Grammy performance, and he is also nominated for an MTV Video Music Award for Doechii’s “Anxiety” music video. His choreography is very recognizable, with many intricate moves in just one phrase. People, even non-dancers, have been learning his new choreography from the ad and posting it on TikTok and Instagram. His moves can be very “catchy”, and it is very effective in Gap’s favor.
The Gap ad is also gaining popularity because American Eagle also recently released a denim campaign starring actress Sydney Sweeney. It has not been doing as well, for Sweeney has gotten a lot of backlash for her recent actions. Unlike American Eagle’s campaign, which allegedly promoted eugenics, Gap promotes diversity throughout its ad, utilizing all types of dancers and Katseye itself. The six girls represent cultures from all over the world, including the Philippines, India, Cuba, Korea, Ghana, and China. Overall, people are respecting their campaign more because they believe Sweeney does not promote the right ideals.
Just from this one ad, Gap has already gained a significant number of followers on social media, and their stores have seen an increase in customers. As the public is saying, they just know what works.
