Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

Global – Gap has unveiled its autumn 2025 Better in Denim campaign, fronted by global girl group Katseye. Set to Kelis’ 2003 hit Milkshake and choreographed by Robbie Blue, the film blends dance styles such as hip hop and ballet, with each member styled in Gap denim.

The campaign revives Gap’s early 2000s Long & Lean jean style with a reengineered waistband, 10 new washes and fits designed to move with the body. Low-rise styles also return, sitting alongside the brand’s full denim range.

By pairing one of today’s biggest pop groups – Katsye has more than 22m followers and Billboard-charting singles – with a distinctly noughties aesthetic, Gap leans into ‘new-nostalgia’: heritage codes imagined through contemporary talent.

The campaign also signals a return to the values Gap is known for: personal expression, inclusivity and denim made for movement. This echoes insights from our viewpoint Is Essentialism the Future of Branding?, which argued that brands must see essentialism as a driver and a need state.