Better in Denim

In Fall 2025, Invisible Dynamics partnered with Gap to launch Better in Denim—a cultural campaign created to reintroduce low-rise denim to a new generation. At the center of the story was KATSEYE, the newly formed global girl group from HYBE x Geffen Records, fresh off their debut and poised for breakout. Soundtracked by a re-recording of the iconic Y2K anthem “Milkshake” by Kelis, the campaign fused fashion, music, and movement into an entertainment-first experience. Gap tapped choreographer Robbie Blue, one of dance culture’s most influential voices, to lead three unique styles of choreography in a hero film that blurred the line between fashion campaign and music video. What followed was a cultural takeover. Better in Denim became the most-viewed, most-liked, and most-shared content in Gap’s history with over 600M views across Gap channels. It inspired over 250K+ user-generated recreations—from Charli D’Amelio duets to Roblox emotes to The Tonight Show—became the #1 trending search on TikTok the week of launch, and drove over 8 billion impressions. It was proof of what collaboration can do—bringing together artists and brands, past and present, music and fashion. A single, authentic idea built for participation became a cultural movement. Better in Denim was a celebration of individuality and collective expression—with denim as the shared canvas.