Gap’s aesthetic proves its timelessness consistency

Is there any brand whose creative has stood the test of time more than Gap? Its latest ad is further proof of its timeless appeal.

Gap has launched its fall 2025 campaign, ‘Better in Denim’, featuring the global girl group KATSEYE. While the setup might seem familiar, we reckon its resounding success is testament to the brand’s enduring appeal.

The 90-second spot, created by ad agency Invisible Dynamics, taps into early 2000s nostalgia with a high-energy dance routine set to Kelis’ 2003 hit ‘Milkshake’. Directed by Bethany Vargas with choreography by Robbie Blue and photography by Bjorn Iooss, the campaign showcases Gap’s revamped denim line, including low-rise Long & Lean jeans and pleated mini skirts.

KATSEYE, a six-member group formed through the 2023 reality series ‘Dream Academy’ by HYBE and Geffen Records, brings a multicultural flair with members hailing from the Philippines, South Korea, Switzerland, and the United States.

The group’s dynamic performance has resonated with Gen Z and Millennials alike, amassing over 400 million views across platforms like TikTok and Instagram. Gap CEO Richard Dickson called it a “cultural takeover” during a recent earnings call, noting that the ad garnered more views in three days than the brand’s previous four campaigns combined.

Our take

This week’s Creative Moment catch-up had us reflecting on which brands have maintained such a consistent aesthetic in their advertising, Gap aside. We threw out some names, including Heinz’s dry yet formal style, Apple’s sleek minimalism, and Ikea’s stylish, yet practical bent. Few, however, have quite the same consistency as Gap.

Part of the secret behind Gap’s success is the enduring appeal of its basics: well-tailored white tops with blue denim typically feature. Sure, the cuts change to suit contemporary trends, but the near-universal appeal of the look keeps it perma-relevant.

Similarly timeless are the campaign mainstays: dance, diversity, joy and minimalism. 

Since the 90s, Gap’s ads have been set to a white, or neutral, backdrop: a simple trick to let the clothes and the high-energy action do the talking.

Gap’s iconic spots have featured the likes of Madonna, LL Cool J and Daft Punk, but KATSEYE’s sharp choreography and Y2K-inspired denim looks feel just as relevant.