Movement Towards Inclusivity: How Katseye Continues to Reshape Culture
The Gap x Katseye "Better in Denim" Campaign has taken the world by storm for reshaping the narrative of jeans. Fellow "EyeKons" and global pop sensation Katseye redefined the importance of not only fashion as an extension of one's confidence, but that jeans (or, in this case, denim) are made for everyone.
The timing of the GAP's "Better in Denim" campaign was released shortly after the controversial ad by American Eagle. In which actress Sydney Sweeney received backlash for her promotion of eugenics, particularly with her lines in the ad stating, "Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue." With the rise of conservatism, many have linked its campaigns to efforts that uphold ideals of white supremacy and misogyny. This movement has reshaped how hostile rhetoric is tied to various aspects of society, including even fashion. At the same time, we also see a counter-shift toward inclusivity through the GAP x Katseye campaign. Creating a campaign that showcases GAP jeans through the movement of dance, where the dancers are shown not only moving freely with ease, but also with a diverse range of dancers.
Similarly, with their previous gap campaigns featuring Troye Sivan and Jungle, this campaign takes on a new definition, one of style and upbeat choreography. What makes this campaign special is that it successfully leveraged Katseye's strengths within the campaign. The members, Megan Skiendiel, Daniela Avanzini, Lara Raj, Yoonchae Jeung, Sohpia Laforteza, and Manon Bannerman, have garnered acclaim and amassed over 20 million fans since their debut last year, thanks to the members' strengths not just in voice but also in movement. Due to their adaptability in dancing styles, not only were they able to make the GAP campaign a sensation across social media and among fans, but their distinct pairing of jeans with the choreography to the 2000s hit Milkshake also highlighted their individuality and authenticity as Kateye: a diverse group of singers. This moment demonstrated that inclusivity is not only beneficial for business but also a powerful force that drives cultural trends in media, shaping the way audiences connect with art, fashion, and their own identities.
