Gap Is Back at It Again: Nostalgia, Katseye, and the New Rules of Relevance
Gap is back at it again—this time doubling down on nostalgia, cultural resonance, and the power of pop.
If you’ve been following my work, you may remember I recently explored How Brands Like Gap Are Rewriting the Rules of Relevance. That piece highlighted Gap’s careful recalibration: mixing throwback energy with modern creative risks. The retailer’s latest campaign proves they’re not slowing down anytime soon.
For Fall 2025, Gap tapped Katseye—the global girl group born out of Dream Academy, boasting over 22 million fans—to headline its new campaign, Better in Denim. The 90-second spot takes viewers straight back to the early 2000s: Kelis’ “Milkshake,” low-rise Long & Lean denim, and the infectious dance energy that made Gap’s ads iconic in the first place.
But this isn’t just a remix of old hits. Directed by Bethany Vargas and choreographed by Robbie Blue, the campaign layers in fresh cultural relevance. Katseye’s members hail from the Philippines, South Korea, Switzerland, and the U.S., and as more dancers join in the ad, the visual metaphor is clear: different backgrounds, one movement. Gap isn’t just selling jeans—they’re selling belonging, community, and the feeling of being part of something bigger.
The Bigger Picture: A Marketing Reboot That’s Working
This campaign fits squarely into the Gap Inc. reboot strategy launched after former Mattel exec Richard Dickson became CEO in 2023 and appointed Zac Posen as creative director. Since then, Gap has been on a comeback mission:
Troye Sivan & Tyla campaigns reignited Gen Z interest.
Parker Posey in Spring 2025 brought indie credibility and pop culture currency.
Katseye, a digital-native girl group with a global following, cements Gap’s stake in the now.
Even better, the numbers back it up. Gap reported its sixth consecutive quarter of same-store sales growth (+5% in Q1 2025)—a notable win in a year when U.S. apparel spend dropped 22%.
Why This Matters for Brand Marketing
Gap’s strategy is a case study in reintroducing a heritage brand to a culture moving at TikTok speed. They’re doing three things exceptionally well:
Leaning into nostalgia with intention. Better in Denim revives the Long & Lean jean while feeling fresh and modern. Nostalgia works best when it’s relevant, not just a costume.
Investing in cultural credibility. Katseye isn’t just a pop group—they’re creators and style leaders whose influence spans fashion, digital, and fandom. Gap is tapping the sweet spot for awareness, engagement, and sales.
Balancing creativity with commerce. Alongside the campaign, Gap is releasing a limited-edition Katseye logo hoodie and opening pre-orders on Aug. 22. Pairing culture-led marketing with product drops bridges hype to purchase.
Gap proves that heritage brands don’t have to fade—they just need to evolve. By pairing emotional storytelling with savvy partnerships, Gap is rewriting the playbook on relevance. And if this is the energy they’re bringing into Fall 2025, I’d say their comeback tour is far from over.
Question for you: Do you think nostalgia-led marketing has staying power, or is Gap skating on borrowed time?