KATSEYE, the joint girl group from HYBE (Chairman Bang Si-hyuk) and Geffen Records, is not only dominating major global music charts but also stirring up fresh winds in the fashion world. Expanding their influence as both musicians and style icons, the group’s impact is drawing significant attention.
U.S. clothing brand GAP recently unveiled its new campaign “Better in Denim” featuring KATSEYE as the face of the promotion. The campaign presents a dance-focused advertisement blending fashion and music, reinforcing GAP’s trendy brand image. Following in the footsteps of HBO series The White Lotus actress Parker Posey, pop star Tyla, and Troye Sivan, KATSEYE takes the spotlight.
In the ad, the six members (Daniela, Lara, Manon, Megan, Sophia, and Yoonchae) appear in low-rise denim looks that highlight their midriff and hips, exuding a sexy yet casual vibe. They join 30 dancers in performing energetic choreography to U.S. R&B star Kelis’s 2003 hit “Milkshake.”
Uploaded to GAP’s official Instagram account on August 20 (KST), the video surpassed 56.9 million views by September 7, while its YouTube views exceeded 18.09 million. Additional reels—including teasers, member interviews, and behind-the-scenes clips—have drawn just as much attention as the main ad, inspiring countless user-generated spin-off content across social media.
Such explosive attention for a commercial is rare. Considering how exposure rate and watch time are critical for ad campaigns, KATSEYE’s partnership with GAP is estimated to be delivering significant marketing value.
Praise has also poured in from high-profile celebrities. Kelis, the original singer of “Milkshake,” showed her support with a heart emoji. Actress and fashion icon Chloe Sevigny praised, “I love everything about this ad.” Mindy Kaling, known for The Office and Inside Out, left a brief but powerful comment: “Wow.” Even the official account of the NFL (National Football League) chimed in, writing, “Perfect, no explanation needed.”
Meanwhile, KATSEYE debuted in the U.S. through the audition project The Debut: Dream Academy, based on the “K-pop methodology.” They are considered a representative success story of Chairman Bang Si-hyuk’s “multi-home, multi-genre” strategy. Their recently released second EP “BEAUTIFUL CHAOS” ranked No. 4 on the Billboard 200 (July 12), with tracks “Gabriela” and “Gnarly” both entering the Billboard Hot 100.
Written by Kim Su Jin
Translated by Lee So Yun
