Gap's Global Katseye Denim Campaign Goes Viral With 20M Instagram Views

Gap's new "Better in Denim" campaign featuring the global girl group Katseye dancing to Kelis's "Milkshake" has gone viral, praised for its celebration of individuality, cultural diversity, and Y2K-inspired fashion. The ad stars members from the U.S., Philippines, South Korea, and Switzerland, highlighting Gap's effort to stay relevant to younger audiences by combining music, movement, and fashion. The campaign's choreography has sparked TikTok trends and achieved record engagement on social media, becoming Gap's most viral ad to date and earning significant media value. While many applaud the campaign's inclusive and energetic approach, some conservative voices criticize it as a forced, politically motivated response to American Eagle's controversial Sydney Sweeney ad, viewing Gap's diversity emphasis as pandering. Gap executives emphasize the authenticity of the group's representation and the brand's commitment to creativity, though critics argue the campaign feels scripted and lacks the organic appeal of rival ads. Overall, the campaign marks a notable moment in fashion marketing by blending nostalgia, diversity, and pop culture to engage a broad audience.