Why the Gap “Better in Denim“ Series Failed to Sustain Its Momentum

A Campaign That Broke the Internet

The numbers were staggering. When Gap dropped its “Better in Denim” campaign featuring girl group KATSEYE in August 2025, it wasn‘t just another denim ad — it was a cultural reset.

KATSEYE danced through city streets to Kelis’ 2003 hit “Milkshake,” wearing low-rise denim and cropped jackets. The video quickly went viral. Within three days, it amassed over 20 million views — more than Gap‘s previous four campaigns combined.

The final tallies were even more impressive. The campaign generated 8 billion media impressions and over 500 million views across platforms. It drove double-digit growth in Gap’s denim category. Additionally, it pushed the brand from the 8th to the 6th largest adult denim brand in the U.S.

Gap brand comparable sales rose 7% year-over-year in Q3 2026. This marked the eighth consecutive quarter of positive comps. Gap Inc. CEO Richard Dickson called it “possibly one of the most iconic brand campaigns that we‘ve done.”

The Perfect Timing

The campaign’s timing was anything but accidental.

Just days earlier, competitor American Eagle had released a controversial ad featuring actress Sydney Sweeney. The tagline “Sydney Sweeney has great jeans” played on the homophone “genes,” sparking immediate backlash. Critics accused the brand of promoting narrow beauty standards — blonde hair, blue eyes, white skin.

The controversy deepened when former Gap and J.Crew CEO Mickey Drexler shared public comments: “They should have said, ‘I screwed up. We learned the lesson.’ They went silent. That created more news.”

Into this void stepped Gap. “Better in Denim” featured KATSEYE, a six-member global group with roots in the Philippines, South Korea, Switzerland, and the United States. The message was clear: denim is for everyone.

The internet quickly dubbed it a “clapback.” TikTok flooded with dance recreations. Fans celebrated the contrast. For a moment, Gap was not just selling jeans — it was winning a culture war.

The Emotional Connection

The campaign resonated beyond mere metrics. One widely shared response involved member Lara Raj, an Indian-American who wore a bindi in the ad. A mother shared that her daughter, after seeing Lara, felt encouraged to wear her own bindi. This became a moment that reinforced the group’s influence through visible representation.

KATSEYE member Sophia Laforteza noted that the group anticipated strong engagement. In turn, they were surprised by how deeply the campaign inspired viewers across different communities.

Where the Momentum Got Lost

Yet for all its initial success, “Better in Denim” failed to sustain its momentum. Here is why.

1. It Was a One-Off, Not a Platform

First, the campaign was a single ad, not an ongoing partnership. KATSEYE quickly moved on to other projects — Coachella performances, hoodie collaborations, and new music. There was no long-term denim line tied to the group and no seasonal follow-up. Once the viral moment faded, so did the connection. Without product continuity, the narrative stopped.

2. Gap‘s Formula Became Predictable

Gap’s marketing playbook grew visible and increasingly formulaic:

• Fall 2024: Troye Sivan dancing to Thundercat
• Fall 2025: KATSEYE dancing to Kelis
• Holiday 2025: Sienna Spiro covering Miley Cyrus
• 2026: Coachella sponsorship and hoodie customization

The “artist + dancing + viral track” template worked. Nevertheless, it created a problem: each campaign felt like a one-off rather than a building block. KATSEYE was the bigger, better version of Troye Sivan, but the approach was the same.

3. The Campaign Was Swallowed by Politics

“Better in Denim” arrived at a highly divided public opinion moment. While the left celebrated its inclusivity, the right attacked it as “woke garbage.”

The conversation shifted from denim to ideology. Gap had inserted itself into the culture war. Once there, controlling public opinion guidance became impossible. The brand benefited from controversy-infused attention, but it did not translate into lasting brand loyalty. It created heat, not warmth.

4. Product Innovation Didn‘t Follow

The campaign was about jeans, but where was the Katseye-designed capsule? The limited-edition hoodie collection came months later, tied to Coachella rather than denim. The product that could have capitalized on the viral energy did not arrive in time. When it did, it was the wrong product. Therefore, the disconnect between marketing hype and product reality was fatal.

Comparing the Numbers

Here is a summary of the campaign’s key performance data:

The Takeaway

“Better in Denim” did not fail. It succeeded massively by almost any metric. It generated historic viewership, drove sales, and shifted brand perception.

Where it fell short was in sustaining that success. The campaign was a one-time explosion, not a steady long-term growth. It was reactive, not proactive — a brilliant counterpunch that never developed into a long-term strategy.

Gap proved it could generate heat. However, it just did not know how to keep the fire burning.

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