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On August 19, 2025, Invisible Dynamics partnered with Gap to launch Better in Denim, a Fall campaign that reignited cultural relevance for one of fashion’s most iconic categories. Anchored by global girl group KATSEYE, the campaign fused music, movement, and style to create a cultural moment that transcended advertising and tapped directly into youth culture.

Set to Kelis’ early-2000s anthem Milkshake, the campaign reintroduced low-rise denim with a fresh lens. Choreographer Robbie Blue crafted a genre-blending routine that pulled from Fosse, ballet, hip-hop, and jazz funk, brought to life on a custom-built Los Angeles set designed as a “circle of love.” Directed by Bethany Vargas and captured by photographer Bjorn Iooss, the film placed KATSEYE at the center of a story about individuality, community, and self-expression — the essence of Gap’s DNA.

KATSEYE, one of today’s most talked-about new acts with over 22 million followers and Billboard-charting singles, brought authenticity and global credibility to the project. Each member was styled in denim looks that reflected her unique identity, including the reimagined Long & Lean jean, a customer favorite from the early 2000s updated with modern fits and washes. Together, they embodied the campaign’s ethos: denim as a canvas for unity and originality across generations.

The impact was immediate and undeniable. Within the first week, the campaign generated over 90 million views, global press coverage, and organic traction from cultural voices including Hailey Bieber, Kerry Washington, and Solange Knowles. Media from Vogue and Business of Fashion to WWD recognized the campaign as yet another marker of Gap’s return to cultural relevance.

‘Better in Denim’ is the best expression of who the brand is today — fresh, relevant, original, and undeniably Gap.”

For Invisible Dynamics, Better in Denim stands as proof of our philosophy: brand transformation happens when culture, creativity, and commerce move in sync. By grounding a legacy brand in the voice of a new generation, we helped Gap not just participate in the conversation, but lead it.