Review of GAP Katseye Fall 2025 Ad Campaign by Photographer Bjorn Iooss and Videographer Bethany Vargas
with Katseye brand members: Daniela Avanzini, Lara Raj, Manon Bannerman, Megan Skiendiel, Sophia Laforteza, and Yoonchae Jeung
GAP reclaims its groove with a feel-good, dance-fueled campaign that reanimates its musical legacy for a new generation. Titled “Better in Denim,” the Fall 2025 campaign stars rising global girl group Katseye and revives the brand’s iconic TV commercial playbook by pairing nostalgic references with contemporary relevance.
Set to the unmistakable beat of Kelis’ early-2000s anthem “Milkshake,” the campaign is a burst of movement, unity, and low-rise denim. The choreography, crafted by movement director Robbie Blue, channels a joyful collision of styles—think Fosse meets jazz funk meets ballet—giving the six-member group room to showcase their individuality within a shared rhythm. “Movement is my medium,” says Blue. “And with a cast like Katseye and a track like ‘Milkshake,’ I had the space to blend styles that wouldn’t normally sit next to each other. The clothes moved with the choreography, never against it, and that freedom of movement allowed us to tap into something bigger.”
That “something bigger” is a return to the soul of GAP—accessible style as a vehicle for self-expression, community, and confidence. Directed by Bethany Vargas and shot by photographer Bjorn Iooss, the campaign frames denim as a lifestyle lived in motion. The cast performs on a custom-built Los Angeles set in a circular formation, a visual metaphor for inclusivity and togetherness that echoes the brand’s most memorable ensemble moments.
Each member of Katseye—Daniela Avanzini, Lara Raj, Manon Bannerman, Megan Skiendiel, Sophia Laforteza, and Yoonchae Jeung—brings distinct energy, styling denim their way in updated cuts that nod to early aughts staples while feeling grounded in the now. The rebooted Long & Lean jean, once a Y2K favorite, makes its return with a modernized fit and 10 new seasonal washes. Paired with everything from crop tops to denim bustiers, the styling leans into a Gen Z aesthetic without alienating the rest of us.
Rather than chasing elevation, the campaign embraces cultural fluency—a wise choice for a brand that’s stumbled in recent years trying to punch above its weight. The tone is playful, grounded, and clear in its audience. In the words of Katseye themselves: “Gap didn’t ask us to fit in — they invited us to show up as we are… We got to perform as ourselves, bringing our style and culture to every frame. That’s what makes this moment so powerful.”
“Better in Denim” isn’t about reinvention—it’s a well-executed reminder that when GAP moves to the beat of its own legacy, it doesn’t miss a step.
Photographer | Bjorn Iooss
Videographer | Bethany Vargas
Talent | Katseye: Daniela Avanzini, Lara Raj, Manon Bannerman, Megan Skiendiel, Sophia Laforteza, and Yoonchae Jeung
Movement Director | Robbie Blue