Introduction to GAP’s New Campaign

GAP has launched a new campaign called "Better in Denim" to showcase their jeans, particularly targeting trendy Gen Zs with the style of low-rise denim.

Campaign Overview

The brand has previously collaborated with celebrities such as Australian music artist Troye Sivan and South African singer-songwriter Tyla to promote their products. Additionally, they have worked with actress Parker Posey from the series "The White Lotus" in their campaigns.

Target Audience and Ambassadors

This time, GAP aimed to recruit a new group of ambassadors to promote their low-rise denim. They chose Katseye, a five-person group of girls founded in LA, with members from the USA, Switzerland, South Korea, and the Philippines. The goal is to showcase their jeans on a diverse and trendy group of young people.