When KATSEYE’s “Better in Denim” campaign dropped last summer, the internet erupted. Caught on the precipice of their come-up, the girl group fronted what will forever be remembered as one of Gap’s most iconic advertisements of the modern era.The virality (now having amassed upwards of 68 million views on YouTube), the collaborative campaign achieved, and the permeative discourse that ensued were unprecedented for the fashion label – but in actuality, it’s no new approach for the legacy label, which has long aligned itself alongside the music zeitgeist.From its storytelling approach to direct design inspiration, music plays a major role in rounding out Gap’s cohesive creative world.
Even the brand’s in-store playlists have a dedicated Instagram account (@gapplaylists, if you’re unfamiliar). In 1997, LL Cool J led Gap’s “Freestyle Campaign” (and dropped the legendary FUBU bar), while 1998 marked the premiere of the now-classic “Khaki Swing” commercial, which smartly landed at the peak of the late-nineties swing music revival. Daft Punk led a denim campaign in 2001, with Missy Elliot and Madonna teaming up for “Into The Hollywood Groove” in 2003.
In the 2020s, Gap has continued to dial in its sonic strategy, partnering with Kanye West on the Yeezy x Gap collaborative suite, and in 2024, tapping talent in their particular primes – Troye Sivan right after Something to Give Each Other’s release, and Tyla as her post-"Water" notoriety began to bubble – to star in new dance campaigns. In the past year, the label has seemed to double down on its ties to music, flexing its sonic storytelling arm more consistently than in years past. Most recently, the outfitter teamed with Coachella – arguably one of music’s most major tenpotle moments of every year – as the festival’s exclusive clothing apparel sponsor.
Fresh off the festival’s second weekend, we’ve rounded up our favorite Gap music moments from the past year. Hosting the Gap Hoodie House at CoachellaSetting up shop in the desert for both weekends of Coachella was one of the most strategic moves Gap could’ve made, as it continues to operate in tandem with the trends of the music industry. On the Saturday and Sunday of Weekend One and Weekend Two, Gap hosted its Hoodie House pop-up.
Guests could stop by to cop limited-edition Gap x Coachella hoodies and customize them on-site. The immersive desert reprieve was the one place to get your hands on one of the coveted zip-up and pullover hoodies, stamped with “Coachella” across the middle in place of the signature “Gap” logo."Coachella is one of the most influential global stages for music, movement, and creativity, making it a natural place for Gap to show up and engage audiences in a meaningful way," said Fabiola Torres, Gap’s Chief Marketing Officer. "As we continue to strengthen our connection to music culture, Hoodie House brings one of our most recognizable icons into that environment and allows festivalgoers to make it their own."Central Cee’s Custom Gap Look for Coachella Weekend OneContinuing the Coachella momentum, Gap also chose to pop up at one of the most culturally relevant performances of the evening.
On Friday, Central Cee’s performance was one of the most anticipated hip hop sets, marking his first US performance in just under a year. Cench took the stage for his Weekend One set in custom Gap, donning a reworked version of the classic hoodie. The rapper’s red zip-up replaced the “Gap” typography with “Cap” written across the middle, complemented by his Union Jack-printed denim shorts, Louis Vuitton belt, and hefty ice.Paired With a Playlist – Sushi Club, Summer Fridays, and Seasonally Curated SelectsFor every creative endeavor to come from the Gap hub comes a playlist to match.
Be it a seasonal collection, coveted collaboration, or talent-led visual campaign, there's a playlist to soundtrack whatever the clothing drop is. From Sushi Club's intimate dinner playlist to a Young Miko-assisted Spring lineup, swipe for some of our favorites as of late.KATSEYE’s Internet-Breaking "Better in Denim" VideoYou remember where you were when you came across KATSEYE’s Gap ad for the first time. For most of us, it was on the day it debuted, August 19, 2025, the minute-and-a-half-long clip covered by every fashion and music publication.
Socials were flooded with snippets lifted from the “Milkshake”-tracked visual, which landed as a visual campaign entitled “Better in Denim.” Each member of KATSEYE donned a custom GAP denim look for the video’s impressively choreographed routine.Custom On-Stage Fits: Sombr, Leon ThomasGap continues to show up on stage as well, with Zac Posen outfitting a myriad of musicians in custom Gap Studio looks for various live performances. In the past year, Posen has tapped in with some of our favorite artists – including Sombr and Leon Thomas – to design one-of-one Gap Studio pieces fit for the stage. Posen proves that Gap’s finger remains on the pulse of the next generation’s sonic circuit, team