The Reinvention of GAP By Kayla Doria Ward

By Kayla Doria Ward

Gap has just announced “Fashiontainment”. A platform for building entertainment content and partnerships around its brand. Boy band JYT has locked in a multi-year deal as its first collaboration. This deal includes a docuseries co-produced by Gap, a national mall tour, and a Gap capsule collection the five-member band helped design. 

Gap may feel like it’s recently gained traction over the past few years with its lively, dance-focused marketing. By collaborating with musicians like Tyla, Troye Sivan, and global girl group KATSEYE, they are putting their name on the map once again. Keyword again, because these denim giants didn’t make this brand overnight. 

Popular 1998 ad “Khaki Swing” featured the swing dance to the song “Jump, Jive, ‘An Wail”. The commercial showed off dancers performing in their new khaki collection. This propelled future collaborative ads that would star Juliette Lewis and Daft Punk in 2001, as well as Audrey Hepburn dancing to ACDC’s “Back in Black”. 

So, where did Gap go in those few decades? And who is responsible for the record-breaking numbers over the past few years?

The Minds Behind The Madness

Erike Everett, head of marketing for Gap from May 2023 to November 2025, was the mastermind behind the 2024 campaign video featuring Tyla and Jungle’s “Back On 74”. The director of Jungle’s music video told Everett that “Khaki Swing” was on the mood board for the “Back On 74” choreography and visuals. So naturally, the two collaborated to help make the iconic GAP x Jungle “Linen Moves” campaign ad.  

GAP x Jungle “Linen Moves” Campaign (feat. Tyla)

What’s so important about Everett’s view during her time at Gap was the importance of connecting pop culture and culture when it came to branding. She credits music as “a part of Gap’s heritage” and goes on to say, “Some of our most iconic campaigns have featured cultural icons in music. So that is both relevant to culture and relevant to our brand, and just an interesting territory for us to be in” (3). 

Designer Zac Posen was brought into the Gap team in 2024 as Creative Director. His mission was to “help revive the iconic American 'mall brand'” that had been slowly fading away from current consumers' minds. Posen’s influence extended to Old Navy, Banana Republic, and Athleta, as well as to his personal project, GapStudio. 

GapStudio debuted as a menswear collection in November 2025. The promise was to blend vintage Gap staples with chic modern tailoring. Through this venture, he has been able to style custom red carpet looks and work with celebrities for various events. 

The last piece of the puzzle is the Los Angeles-based creative agency, Invisible Dynamics, led by CEO Oli Walsh. They are responsible for Gap’s social media reset. They successfully revived the joy of Gap’s historic, dance-centered commercial identity by translating it into internet campaigns and viral social moments. Partnerships with Summer Fridays (ft. Barbie Ferreira), Cult Gaia, and BÉIS became some of their top-performing collaborations. Along with major campaigns like “Better in Denim” with Katseye, “Get Loose” with Troye Sivan, and “Sweats Like This” with Young Miko. “Sweat Like This” was also their first-ever Spanish video ad! This culture, self-expression, and authenticity skyrocketed Gap back into the hearts and closets of consumers everywhere. 

THE Campaign

Global girl group KATSEYE arguably allowed Gap to reach a little of every demographic when the “Better in Denim” ad was released. Gen Alpha and Gen Z came to the stores to match with their favorite member, curious millennials would stroll in, and parents/grandparents would revisit a staple of their early years. But how did they effectively reach all these audiences and make a collective positive response? Well, music and dance, of course. 

GAP x KATSEYE “Better In Denim” Campaign 

The campaign video is Gap’s most-viewed campaign video on social platforms to date, with 85 million views. Whether you're a fan of the group, dance, or Gap, there is something that keeps your eyes glued to the screen. Choreographer Robbie Blue is the talent behind the iconic “Milkshake” dance moves. With credits such as Doechii’s “Anxiety” music video, Blue gathered 30 of the world’s best dancers, alongside KATSEYE.

He tells Gap, “When you add in everybody’s styles, things come to life and take on a different shape.” The campaign website highlights the result as “a complex piece that celebrates unity, individuality, and dance.” I mean, what better way to highlight these values than with a global girl group! 

Closing Thoughts 

Gap is such an interesting lesson in branding and listening to consumers. When “Better In Denim” was released, the world saw it completely put Sydney Sweeney and American Eagle’s ad to shame. It is a beautiful result of valuing consumers and customers, not just your “key” audience. 

The actual design of Gap’s website and physical store locations is very appealing as well. It effectively highlights the user goals online with its interactive previews and inclusive language. The physical stores feel straight from a campaign ad too! It is so refreshing to see a company that seems to be on the same page across the board. I’m hoping we can see more from the masterminds behind their successful revival. 

Sources

1. Bowler, H. (2024, February 26). The unusual story of how Gap revived its iconic dancing ads. The Drum. https://www.thedrum.com/news/the-unusual-story-how-gap-revived-its-iconic-dancing-ads

2. Das, L., & Manderstam, A. (2026, June 1). How Gap became cool again. On Brand Magazine. https://onbrandmag.substack.com/p/how-gap-became-cool-again

3. Dizon, N. (2026, September 22). Must read: Gap Inc. debuts 'Fashiontainment' platform with boy band JYT, on plans for strong growth through 2029. Fashionista. https://fashionista.com/2026/09/gap-inc-fashiontainment-platform-boy-band-jyt

4. Gap. (n.d.). Gap denim feat. KATSEYE. Retrieved September 22, 2026, from https://www.gap.com/browse/info.do?cid=3050124

5. Smith, J., & Hartman, A. (2025, September 8). Dance meets denim: A history of GAP dance commercials. The Trail. https://mhstrail.org/news/2025/09/08/dance-meets-denim-a-history-of-gap-dance-commercials-with/

6. Yahoo Style. (n.d.). Gap creative director puts iconic... Yahoo. https://shopping.yahoo.com/style/clothing/articles/gap-creative-director-puts-iconic-114500285.html