HYBE and Geffen Records’ joint girl group KATSEYE is not only dominating global music charts but also turning heads in the fashion world with their latest campaign.
On August 20, U.S. clothing brand GAP released its new campaign Better in Denim featuring KATSEYE as the main models.
Known for blending fashion and music through dance-driven ads, GAP previously worked with stars like The White Lotus actress Parker Posey, pop star Tyla, and Troye Sivan.
In the video, KATSEYE members Daniela, Lara, Manon, Megan, Sophia, and Yoonchae show off low-rise denim looks that highlight both casual and sexy charms. Joined by 30 dancers, they deliver powerful choreography to U.S. R&B star Kelis’s 2003 hit Milkshake.
The campaign has gone viral across platforms. As of September 7, the Instagram post has surpassed 56.9 million views while the YouTube upload has reached over 18.09 million views.
Teasers, behind-the-scenes clips, and member interviews have also spread widely, sparking countless fan edits and recreations on social media.
This level of buzz for an ad is considered rare. GAP revealed in its Q2 earnings report that the campaign generated 8 billion impressions and 400 million views across social media.
CEO Richard Dickson said, “People aren’t just watching this ad — they are actively engaging with it. This shows real cultural dominance.”
GAP’s CMO Fabiola Torres also praised the group in an interview with Adweek, saying: “KATSEYE are global talents with diverse backgrounds, perspectives, and influence. They’re not just a pop group — they are creators and style leaders with strong fandoms. They’re a group with limitless potential.”
Fashion media has echoed the praise. Harper’s BAZAAR highlighted the campaign with the headline, “Katseye Gives Low-Rise Denim Its Gnarliest Comeback Yet,” referencing their song Gnarly. V Magazine also wrote, “KATSEYE’s essence perfectly matches GAP’s brand values.”
The making film released on August 22 showed choreographer Robbie Blue explaining that the campaign focused on diversity. “With 30 dancers all with different styles and the group KATSEYE, this was truly a celebration of everyone’s diversity,” he said, emphasizing how the multinational girl group reflects GAP’s values.
Global celebrities also joined the chorus of praise. Kelis, the original singer of Milkshake, reacted with heart emojis. Actress and fashion icon Chloe Sevigny commented, “I love everything about this ad.” Actress Mindy Kaling wrote, “Wow,” while even the NFL’s official account chimed in with, “Perfect, no explanation needed.”
With overwhelming attention from fans, media, and celebrities, KATSEYE has proven their influence not only in music but also as global fashion icons.
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