For its new campaign ‘Better in Denim’, Gap wanted to show off its jeans on a number of people. Specifically, trendy Gen Zs, at whom the featured style of low-rise denim promoted in the ads are targeted.
The brand has created buzz in the past year featuring celebrities from Australian music artist Troye Sivan and South African singer-songwriter Tyla to The White Lotus actress Parker Posey in campaigns; this time, it aimed to quintuple that impact by recruiting Katseye, the six-person girl group formed in LA that counts members from the US, Switzerland, South Korea and the Philippines.
