If you’ve been scrolling through your feed lately and thought, “Wait, is that a Gap ad or a K-pop music video?”, you’re definitely not alone. Gap’s Fall 2025 campaign, “Better in Denim,” has exploded across social media with the force of a viral dance challenge, instantly becoming one of the most talked-about fashion campaigns of the year.
On the surface, the ad is glossy and entertaining, complete with choreographed routines, sharp styling, and a throwback soundtrack. But its impact goes far beyond the immediate spectacle. The campaign has struck a cultural nerve, blending nostalgia with modern style, inclusivity with individuality, and corporate branding with pop performance in a way that feels fresh and almost inevitable. So, what exactly makes an ad like this go viral? And why has Gap, an American brand often associated with mall culture and classic basics, suddenly captured the attention of Gen Z and global fashion audiences?
Nostalgia Reloaded: Why Y2K Still Hits Hard
To understand the power of “Better in Denim,” you have to rewind a couple of decades. In the late 1990s and early 2000s, Gap was everywhere. The brand’s ads were minimal yet iconic: clean white backgrounds, simple choreography, stylish but accessible clothes. Think swing dancing in khakis, a young Sarah Jessica Parker in crisp shirts, or groups of models radiating effortless cool. Those campaigns worked because they didn’t just sell clothes; they sold a lifestyle of ease and optimism. Gap represented something uncomplicated, aspirational, and distinctly American. Fast forward to 2025, and Gap has cleverly dipped back into that archive of cultural memory. The campaign features Katseye, the international pop phenomenon whose members - Sophia, Manon, Daniela, Lara, Megan, and Yoonchae, already command millions of fans across continents. Their performance in the ad is set to Kelis’s iconic 2003 hit “Milkshake,” a track instantly recognizable to millennials but also rediscovered by Gen Z through TikTok remixes.
It’s a perfect cultural intersection:
- Music that evokes nostalgia for older audiences while still being trendy for younger ones.
- Fashion that recalls Y2K aesthetics - low-rise jeans, oversized jackets, cropped tops, yet styled in a way that feels 2025-ready.
- Performance that mirrors K-pop videos, a global phenomenon that dominates digital attention spans.
The result is not just an ad. It’s a cultural remix, a layering of references that appeals across generations.
Fashion Meets Identity: The Denim Canvas
But the campaign isn’t just about catchy music and good choreography. What really makes “Better in Denim” resonate is its deeper message about self-expression. Each member of Katseye appears in a unique denim look that reflects both their personal style and cultural heritage. Some sport baggy silhouettes, others lean into tailored cuts; some wear distressed fabrics, others rock patchwork or embroidery. By doing so, Gap has essentially turned denim into a canvas for individuality. This aligns closely with Gen Z’s fashion ethos. Unlike previous generations, today’s young consumers aren’t as concerned with fitting into a single trend. Instead, they value:
- Authenticity: Clothing that reflects who they are rather than what brands dictate.
- Inclusivity: Styles that embrace different body types, backgrounds, and gender expressions.
- Cultural resonance: Fashion that acknowledges diversity and heritage.
In this sense, Gap’s denim becomes more than fabric. It becomes a storytelling device, allowing each wearer to project identity. That’s powerful marketing in 2025.
The Viral Formula: Why Everyone Is Talking About It
So why did this particular ad take over social media? Viral content isn’t just luck, it’s the result of a recipe. Gap nailed several key ingredients:
- Entertainment value: The choreography is snappy, the visuals bright, and the soundtrack irresistible. Watching it feels like watching a pop video, not a commercial.
- Nostalgic hook: By using “Milkshake” and Y2K styling, the ad taps into collective memory. For millennials, it’s a reminder of adolescence; for Gen Z, it’s retro-cool.
- Shareability: The choreography is easy enough for TikTok users to replicate. Within hours of launch, fans were posting dance covers, outfit recreations, and denim hauls.
- Cultural timing: The campaign landed just as American Eagle faced backlash for its Sydney Sweeney ad, which many criticized as tone-deaf. Gap’s inclusive, celebratory tone felt like a refreshing alternative.
- Celebrity factor: Katseye’s global fandom amplified the message. Their followers didn’t just watch the ad; they promoted it organically, fuelling momentum.
Together, these factors created a snowball effect. The campaign became a moment, not just a message.
Social Media Speaks: The Public’s Reaction
The internet’s response has been overwhelmingly positive. On Reddit, one user summed it up: “I actually kind of like it. ‘Milkshake’ was a song of my youth, so I like how they’re serving it for the video. Also feeling the choreo.”
On TikTok, hashtags like #BetterInDenim and #GapMilkshakeChallenge trended within days, with millions of views. Users stitched the ad into their own denim OOTDs (outfits of the day), turning the campaign into a community event. Instagram fashion accounts praised the styling, with one influencer noting: “Gap made denim exciting again. I forgot how versatile jeans could look until this campaign dropped.” Even Twitter (now X), often a harsher platform for brands, leaned positive. Marketing analysts dissected the strategy, calling it “a masterclass in nostalgia marketing” and “proof that brand revitalization is possible with the right cultural collaboration.”
Gap vs. the Competition: A Strategic Win
The timing of Gap’s campaign is as important as its content. Earlier this year, American Eagle, one of Gap’s biggest rivals in the denim space, faced backlash for a campaign featuring actress Sydney Sweeney. Critics accused it of being tone-deaf and overly sexualized, missing the cultural mood. Gap’s inclusive, joyful approach provided a sharp contrast. Instead of pushing controversy, Gap celebrated individuality. Instead of focusing narrowly on one celebrity, they tapped into a collective group identity through Katseye. In marketing terms, this wasn’t just an ad; it was brand repositioning. Gap has struggled over the past decade to stay relevant against fast-fashion retailers like Zara and online disruptors like Shein. “Better in Denim” shows that Gap can still set the cultural tone rather than chase it.
Beyond the Ad: A Blueprint for Modern Branding
The success of “Better in Denim” isn’t just about Gap or denim. It offers broader lessons for how brands can thrive in the attention economy:
Collaboration is king: Working with global talent like Katseye ensures built-in audiences and international reach.
Nostalgia works best when updated: It’s not enough to recycle old ideas; they must be refreshed for modern sensibilities.
Representation drives connection: By showcasing diverse styles and cultural identities, the campaign feels authentic, not tokenistic.
Entertainment over interruption: Ads that mimic the form of music videos or social media content integrate seamlessly into feeds, rather than feeling like intrusions.
Other brands will almost certainly study this playbook. But Gap got there first, and timing matters.
The Deeper Meaning: Culture, Style, and Belonging
At its heart, “Better in Denim” isn’t just about jeans. It’s about belonging in a fragmented digital age. Denim has always been democratic, worn by miners, rebels, rock stars, and suburban teens alike. By putting denim at the centre of a campaign that emphasizes individuality within community, Gap has reasserted what the fabric represents: versatility, resilience, and cultural cross-pollination.
And in an era when many young consumers feel overwhelmed by digital overload, climate anxiety, and identity politics, a campaign that feels joyful, inclusive, and celebratory offers more than style. It offers a mood.
Why This Campaign Will Be Remembered
In a world where most ads vanish into the algorithm after 24 hours, Gap’s “Better in Denim” campaign has already secured its place as one of 2025’s defining brand moments. It has managed to:
Harness nostalgia without feeling dated.
Spotlight individuality without losing brand cohesion.
Entertain audiences without seeming forced.
It’s proof that sometimes, the best strategy isn’t reinvention but reconnection, with cultural memory, with collective joy, and with the universal appeal of a great pair of jeans. So next time that ad pops up on your feed, don’t just scroll past. Take a moment to appreciate how a 30-second denim dance video managed to capture the internet’s attention, spark conversation, and remind us why fashion, and advertising, still has the power to move us. Gap might just have reminded the world that in 2025, as in 2003, everything really is better in denim.
