KATSEYE, the joint girl group launched by HYBE and Geffen Records, is extending its impact from music to fashion. The group is gaining traction as style leaders while continuing their chart success.
U.S. apparel brand GAP recently unveiled the campaign ‘Better in Denim’, fronted by KATSEYE. The dance-driven spot fuses fashion and music to refresh the brand image. In this campaign, KATSEYE follows in the line of actor Parker Posey from HBO’s ‘The White Lotus’, pop star Tyla, and singer Troye Sivan.
In the film, the six members wear low-rise denim looks that balance casual and sensual styling. Joined by 30 dancers, they perform to Kelis’ 2003 hit ‘Milkshake’.
The video, posted on GAP’s official Instagram on Aug. 20, 2025 KST, surpassed 56.9 million views as of Sept. 7, 2025 KST, while its YouTube upload exceeded 18.09 million. Teasers, member interviews, and behind-the-scenes reels have also drawn strong engagement, sparking a wave of user-generated content across social media.
Given how exposure-to-view ratios and watch time shape ad performance, the campaign is considered an unusually strong success in terms of marketing impact.
According to Business Insider, GAP CEO Richard Dickson said the campaign materially strengthened the brand, noting roughly 8 billion impressions and 400 million views across platforms during the company’s Q2 update. He emphasized, “People aren’t just watching the ad—they’re actively participating, which shows this is, in effect, cultural domination.”
In an interview with Adweek, GAP CMO Fabiola Torres described KATSEYE as “global talents with diverse backgrounds, perspectives, and influence. They are more than a pop group—they are creators and style leaders with the power to expand without limits.”
Fashion media also highlighted the collaboration. Harper’s Bazaar spotlighted the campaign with a nod to KATSEYE’s hit ‘Gnarly’, writing, “Katseye gives low-rise denim its gnarliest comeback yet.” The magazine added that “there could be no better fit for this campaign than global girl group KATSEYE.” V Magazine similarly noted, “The essence of KATSEYE perfectly matches GAP’s brand values.”
A making-of film released on Aug. 22, 2025 KST underscored the campaign’s theme. Choreographer Robbie Blue explained, “Diversity was the theme. With 30 dancers, each with a different style, together with KATSEYE, this is truly a celebration of everyone’s diversity.”
Praise also poured in from celebrities. Kelis, the original singer of ‘Milkshake’, reacted with a heart emoji. Actress and fashion icon Chloe Sevigny commented, “I love everything about this campaign.” Mindy Kaling, known for ‘The Office’ and ‘Inside Out’, simply posted, “Wow.” Even the official NFL (National Football League) account added: “Perfect, no explanation needed.”
KATSEYE debuted through the audition project ‘The Debut: Dream Academy’, created under HYBE’s K-pop methodology. They are seen as one of the most prominent examples of the company’s “multi-home, multi-genre” strategy. Their second EP ‘Beautiful Chaos’ reached No. 4 on the Billboard 200 (July 12, 2025 ET), while tracks ‘Gabriela’ and ‘Gnarly’ entered the Hot 100.
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