Months after the release of KATSEYE’s single “Gnarly,” the up-and-coming international girl group took the world by storm once again with new content to deliver, this time through a collaboration with Gap. The “Better in Denim” crossover commercial with KATSEYE dancing to Kelis’s “Milkshake” exploded across social media platforms, garnering over 400 million views within the span of three days.

The ad featured iconic low-rise jeans and casual Y2K-inspired styles, meshing early 2000s nostalgia with a modern, youthful twist. Its unique choreography and transitions also allowed the ad to feel more like a performance video rather than a typical ad, keeping viewers hooked long past the usual five seconds it takes to skip a commercial. At the same time, the commercial appealed to Gen Z’s changing notion of branding.

The company evolved beyond merely providing staples, showcasing their cross-promotional savvy through influencers and setting their sights on an increasingly saturated fashion market. KATSEYE’s global presence and group performances resonated well with the public, and thus, in intersection with Gap’s minimalist aesthetic, the commercial was able to appeal to both new and longstanding fans.

Yet, more than going viral, the campaign was a welcome release amid the negative connotations surrounding influencer brand deals. In particular, the Sydney Sweeney x American Eagle ad drew unwelcoming attention for its conservative imagery. Sweeney’s ad sparked conversations on how celebrity commercials can reflect political and cultural divides. The KATSEYE x Gap Ad presented denim as a form of globalized influence and identity, with members representing different nationalities and backgrounds, perfectly illustrated an international campaign with an interconnected worldview.

“This is denim as you define it. Your individuality. Your self-expression. Your style. Powerful on your own. Even better together,” the ad’s description notes.