Gap Revives Y2K Fashion with Katseye and 'Milkshake' Remix

What's Happening?

Gap has launched its fall 2025 campaign, 'Better in Denim,' featuring the global girl group Katseye. The campaign revives early 2000s fashion and music, with Katseye wearing low-rise denim and performing to Kelis' 2003 hit 'Milkshake.' Directed by Bethany Vargas, the ad showcases energetic dance styles and aims to connect with a new generation through nostalgia. Katseye, formed in 2023, is a diverse group with members from the Philippines, South Korea, Switzerland, and the U.S. The campaign promotes Gap's Long & Lean jeans and includes a limited-edition Katseye logo hoodie. Gap's marketing strategy focuses on regaining cultural relevance by blending nostalgia with modern trends.

Why It's Important?

Gap's campaign reflects a strategic effort to revitalize its brand by tapping into nostalgia and cultural trends. By featuring Katseye, Gap aims to attract younger consumers who resonate with the Y2K aesthetic and music. This approach aligns with Gap's broader marketing reboot, which seeks to enhance brand distinction and deepen customer connections. The campaign's success could influence Gap's market position and drive sales growth, especially as the retailer navigates challenges posed by economic factors such as tariffs and changing consumer priorities. Gap's ability to adapt and innovate in its marketing strategies may set a precedent for other fashion brands seeking to engage with Gen Z audiences.

What's Next?

Gap's collaboration with Katseye may lead to further partnerships with emerging artists and influencers, expanding its reach and cultural impact. The campaign's reception will likely influence Gap's future marketing strategies and product offerings, potentially driving continued growth in sales. As Gap navigates economic challenges, its focus on cultural relevance and consumer engagement will be crucial in maintaining its competitive edge. The success of the campaign could inspire other brands to explore similar nostalgia-driven marketing approaches, shaping industry trends and consumer preferences.