Just as American Eagle finds itself in hot water over its controversial “great jeans/genes” campaign, GAP has launched a denim-forward initiative that’s earning praise for its inclusive and culturally aware approach.
Titled “Better in Denim,” GAP’s new Fall 2025 campaign stars Katseye, a global girl group featuring members from Asia, Africa, and the Philippines. The campaign celebrates individuality, diversity, and youthful energy-marking a distinct contrast to recent fashion missteps.
Set to the backdrop of Kelis’ iconic hit “Milkshake,” the campaign film showcases Katseye dancing through vibrant, dynamic sets, donning various denim silhouettes. From low-rise and skinny to baggy and flared fits, the spotlight is on GAP’s revived Long & Lean jeans, now tailored for today’s aesthetic.
Directed by Bethany Vargas with choreography by Robbie Blue, the campaign blends music, movement, and style-creating a vibrant tapestry of self-expression. GAP’s Global CMO Mary Alderete described the effort as “a celebration of identity, music, and fashion,” emphasizing the brand’s commitment to authentic representation.
The campaign has been particularly well-received on social media, especially when compared to American Eagle’s backlash over tone-deaf messaging in its latest Sydney Sweeney ad. In contrast, GAP’s campaign reflects a more considered, respectful approach to inclusive storytelling-an area increasingly critical to Gen Z consumers.
As fashion continues to navigate evolving conversations around identity and representation, GAP’s Katseye campaignsets a strong example of how brands can connect with global audiences through relevance, respect, and creativity.
