👖LOW-RISE, HIGH RETURNS

Generating 20 million views in the first three days of launch, Gap’s Better in Denim campaign stars global girl group Katseye. It shows the six members dancing to the 2003 hit Milkshake from Kelis, while showcasing the brand’s low-rise denim (sorry Millennials, Gen Z is loving the low-rise).

On an earnings call, Gap Inc. CEO Richard Dickson said that early reads on the campaign indicate ‘this is [within] striking range of probably being one of the most iconic brand campaigns that we’ve done’. While the spot isn’t a major departure from previous campaigns (which feature Daft Punk and Juliette Lewis and Madonna and Missy Elliott among others), it’s creating significant cultural buzz around the brand.

OUR TAKE

In the last few weeks, American Eagle’s Sydney Sweeney Great Jeans campaign divided audiences, Swatch sparked racism accusations in China and Sanex was banned in the UK for suggesting Black skin is ‘problematic.’ For these brands, any attention is good attention. But Gap’s success shows that genuine cultural relevance can trump controversy.

And cultural relevance is something that Katseye has in abundance. The group – who represent everywhere from the Philippines to Ghana, Venezuela to Korea – embody diversity. Katseye’s Lara (who has Tamil-Sri Lankan heritage) responded to a viral post commenting on the importance and normalization of representation, saying that ‘It’s my #1 MISSION to make sure brown girls growing up and the entire south Asian community feels uplifted and powerful and confident’.

The campaign was always going to appeal to EYEKONs who’ve been invested since Pop Star Academy. But idol endorsement doesn’t automatically ensure a brand will appeal to the fandom. Fans are getting vocal and pushing back against brand partnerships, particularly when brands don’t align with broader values. When BTS’ V revealed he was Coca-Cola Korea’s latest brand ambassador, some highlighted the beverage giant’s inclusion in the Boycott, Divestment, Sanctions list – a movement calling for the boycott of companies involved in the violation of Palestinian rights. As fandom loyalty evolves to include values-checking, brands must prove they deserve the co-sign.

Finally, there’s the nostalgia factor. We’ve been tracking nostalgia’s resurgence for a while, but as the world becomes more chaotic, the yearning for a simpler time grows more urgent. From the Kelis track to the low-rise jeans and styling, Better in Denim is Y2K coded. But Gap didn’t just throw on rose-tinted glasses – pairing Y2K aesthetics with Katseye, a group that represents the future of global pop, makes ‘now’ feel as good as ‘then’.

🎯Here’s a question for you to ponder: when everyone’s chasing viral controversy, what does genuine cultural relevance look like for your brand?

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’

Scroll to the end of the newsletter for the correct answer!