Latinas Are the Creative Force Behind Gap’s Viral “Better in Denim” Campaign
In a rage-bait-filled month in advertising, Gap upended the narrative with its “Better in Denim” campaign. Starring multicultural girl group KATSEYE, the ad push updates to Y2K aesthetics, tapping into nostalgia and old-school visuals.
The Latinas behind Gap’s most viral campaign yet? Mexican-American photographer and director Bethany Vargas and Gap’s global chief marketing officer Fabiola Torres.
How the Gap Denim campaign nailed every move
Gap’s new ad campaign has set the internet on fire. With all the right moves, literally and figuratively, the commercial ad has broken engagement records on Gap’s social media. Data company Launchmetrics tells FIERCE that the announcement placement, posted in partnership between Katseye and Gap, performed nearly 100 times better than the brand’s typical Instagram placements in 2025. On the day of the announcement, Gap’s Media Impact Value, a metric that benchmarks marketing performance and brand activity, experienced a +120% spike. Ultimately, the campaign garnered $2.2 million in MIV within 3 days.
In “Better in Denim,” choreographed by Robbie Blue, the members of KATSEYE dance to the rhythm of Kelis’ era-defining hit, “Milkshake.” Megan, Daniela, Lara, Yoonchae, Sophia, and Manon are joined by a diverse group of dancers, all decked out in Gap denim.
In a press release, the brand explained that every dance move was intentional. “The dancers move in layers, with more performers joining throughout the video — a powerful metaphor for people from all walks of life coming together,” they shared.
The Latina blueprint is hard to miss
The Latina bringing Gap’s vision to life is Bethany Vargas, a Latina icon in the visual industry. Born in Washington, Vargas made her first steps in the creative industry as a photographer before dipping her toes into direction. Today, her portfolio features some of the biggest names in music, from Marina and Elyanna to Kali Uchis and Lady Gaga. In fact, Vargas directed the music video for Gaga’s spectacular return, “Abracadabra.”
Talking to 1.4 about her work and collaboration with Lady Gaga, Vargas shared that she approaches video direction, prioritizing “simple, elegant photographic moments.” She also admitted to being inspired by nostalgia, a theme prominently featured in Gap’s Better in Denim” campaign. “There’s this really fun, beautiful thing of pop music happening now that we’re having this resurgence of this nostalgia that I grew up on, too,” she told 1.4. “So being able to be a part of that and having a younger generation watch that and hopefully also be inspired is crazy to be a part of.”
Meet the Latina powerhouse shaping Gap’s marketing
Another Latina behind the scenes of Gap’s Denim campaign is Fabiola Torres, the brand’s global chief marketing officer. Since she stepped into the role in 2024, Torres has been credited for reintroducing Gap into the cultural landscape. As Gap’s first global CMO in two years, she has reshaped the brand’s marketing strategy and reinvigorated its digital presence. As noted by AdWeek, her work has focused on connecting with Gen Z and social media-savvy audiences.
Talking to the Business of Fashion, Torres attributed Better in Denim’s success to the uplifting and positive energy it delivered. “There’s so much noise out there that it’s about being culturally relevant. But you cannot say I want to be culturally relevant if the consumer doesn’t vote for you,” she added.
More Latinas behind Better in Denim
Boasting a predominantly Gen Z fandom and multicultural members, KATSEYE was a fitting choice for an ad that celebrates self-expression. Their presence was well-received among brand customers and fans. For those unfamiliar with the girl group, KATSEYE is a joint project by Hybe and Geffen Records. The six-piece act has earned attention for its bold and innovative sound and the diversity it brings to the music scene. Members hail from different parts of the world and represent various cultures. And yes, there’s also a Latina with Venezuelan and Cuban roots in the mix— Daniela Avanzini.
“Gap didn’t ask us to fit in — they invited us to show up as we are,” said KATSEYE. “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,” KATSEYE shared through a press statement.
The cultural impact Latinas are driving right now
The diversity and attention to detail in the execution weren’t lost on the audience. People flocked to social media to praise the dance video and dissect elements of the campaign.
“All skin colors are pretty and valuable, and that’s how a jeans campaign works,” one user wrote. Another netizen added, “Let’s also appreciate how this doesn’t pander to the male gaze next to 0 dog whistles! As a woman, I’d definitely want to buy these jeans.”
The cultural impact has been hard to miss. Dance tutorials, social commentary, and marketing dives about the campaign have taken over digital platforms. The Business of Fashion even reported that a dance studio in New York will be offering dance classes to learn the “Milkshake” choreography.
Beyond the social media discourse, the consensus is clear. The success of “Better in Denim” is an example of what happens when brands regard diversity as a reality and not a buzzword. Amid tone-deaf campaigns, Gap’s commercial push is proof that the marketing world can greatly benefit from Latinas’ culturally nuanced perspectives.
