A Latina Director Just Reminded Everyone What Good Advertising Looks Like
Credit: GAP
A new denim ad is drawing global attention, and this time it’s for all the right reasons. The new Gap ad directed by Bethany Vargas, enlists international girl group, Katseye, to deliver a full length choreographed dance.
The ad was announced on Instagram on Tuesday (August 19) as a collaborative post between Katseye and Gap. The caption reads: “Better in denim. This is denim as you define it. Your individuality, your expression, your style. Powerful on your own. Even better together.”
The 90 second “Better in Denim” video ad features all the members of the Katseye group dancing to “Milkshake” by Kelis. The members are accompanied by other dancers, and are all dressed in different denim styles and accessories. And it was choreographed by Robbie Blue.
The ad was directed by Mexican-American photographer and director, Bethany Vargas. Vargas has worked with several artists including The Marias, Marina and the Diamonds, Kali Uchis and Megan Thee Stallion. Her work captures artists in a transcendent light, whether through fashion, ethereal elements, or scale, Vargas’ vision is distinct.
Social media users have responded positively to the campaign, especially after the Sydney Sweeney denim ad with American Eagle drew criticism for its rage-baitey content.
“Now THIS is an ad for jeans” says a top commenter on the Instagram post. Another comment says *millenials rejoice in Gap dancing ad.* Even Kelli’s commented on the ad, leaving several brown hearts.
The Gap Fall 2025 ad with Katseye comes just ahead of the international group’s “Beautiful Chaos” tour. When asked about the campaign, the group states “Gap didn’t ask us to fit in—they invited us to show up as we are,” the group said in a joint statement. “The denim moved with us, and every look felt like our own. We got to perform as ourselves, bringing our style and culture to every frame. That’s what makes this moment so powerful.”