Gap has landed a viral hit with its new denim campaign, a vibrant spot starring global pop group Katseye that’s racked up more than 20 million views on Instagram alone. The ad’s joyful celebration of individuality arrives just as rival American Eagle is dealing with controversy over its Sydney Sweeney campaign.
Directed by Bethany Vargas, Gap’s “Better in Denim” ad shows Katseye leading a diverse group of dancers in a high-energy routine to Kelis’ 2003 anthem Milkshake. The minimalist white backdrop recalls Apple’s iconic iPod ads, while the Y2K styling connects with Gen Z’s nostalgia-driven fashion revival.
Gap executives say the campaign was intentionally crafted to resonate with youth culture. “This campaign was crafted with intention to amplify culturally relevant voices, celebrate individuality through denim, and spark conversation,” CMO Fabiola Torres told Newsweek.
On social media, the ad has been hailed for representation. A viral insatgram post showed an Indian mother explaining to her daughter why it mattered to see singer Lara Raj, who is of Indian descent, featured in the campaign. Captioned “This is why representation matters,” the post drew more than 360,000 likes.
The dance itself, choreographed by Robbie Blue, has already sparked countless recreations on TikTok, fueling the campaign’s momentum. Gap CEO Mark Breitbard said Katseye was a “natural fit,” adding the group embodies “the spirit of individuality.”
The timing has sharpened the contrast with American Eagle, whose denim ad featuring Sydney Sweeney sparked backlash for a pun linking “genes” and “jeans.” Critics accused the spot of flirting with eugenics imagery, while conservatives, including Donald Trump and Senator Ted Cruz, praised it. Following Trump’s support, American Eagle’s stock jumped 23 percent.
However, viewers have praised the ad’s energy and inclusivity. “This is how to do a jean ad,” one fan wrote.
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