GAP x KATSEYE: Cutting through the noise for Gen Z

Skeptical of advertising, overstimulated by algorithm-fueled online content and an ever-evolving audience to address, Gen Z is hard to impress. 

That’s why we have marketing teams scouring the edges of the internet to From fleeting TikTok trends to bigger cultural moments such as Brat Summer, it can be difficult for marketers to keep up with youth culture, and keep their brand relevant with Gen Z. 

Marketers need to do less with more… But as the social media controversy around American Eagle’s latest Sydney Sweeney campaign proves, a larger budget isn’t synonymous with “getting it right” with Gen Z.

So, what does good brand communication look like?

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Gen Z doesn't want you to try too hard

Our 2025 Youth Trends Report finds that the number one thing Gen Zers want from brands is “creative and innovative communication.” 

Whether Gen Z’s reactions to the ads are labelled as fair or reaching, they reveal an important truth about their mindset: the desire for representation. It’s clear that a lot of girls did not feel represented by Sydney Sweeney making puns about having “great genes,” finding it redundant.

It’s not just about who you partner with, but it’s about how you partner with them.

Celebrity partnerships enable brands to borrow from their fanbase and expand their reach, yes, but they also allow for the association with the values and reputation upheld by that celebrity. 

The right celebrity or influencer endorsement can create long-lasting, emotional resonance from Gen Z, building brand loyalty and reputation. 

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How GAP made Gen Z nostalgic for denim

GAP just dropped a new campaign with up-and-coming global girl group KATSEYE promoting various denim outfits. Reminiscing the Y2K era with the six KATSEYE members dancing to the 00s hit “Milkshake” in low rise jeans, the advertisement quickly went viral on social media. 

Soon, the dance was becoming a trend, and “Milkshake” was stuck in everyone’s heads for days.

By tapping into Gen Z’s Y2K nostalgia - as observed in the return in popularity of low rise jeans, digital cameras, and hot pink in fashion - the ad showcased the GAP jeans as a Gen Z must-have.

The strategic partnership with KATSEYE - six young girls of all different ethnicities, races, ages and body types - further painted GAP as diverse and unique: a brand for everyone. 

Finally, the choice of having the girls dancing in denim highlights the comfort and high quality of the products, with comments such as “jeans so comfy they could DANCE in them.” 

Young girls feel represented by KATSEYE, and hence by GAP.

‍That’s how you foster emotional connection and brand loyalty with Gen Z.

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What can brands takeaway from this?

Collaborate with partners who embody your audience.

Celebrity endorsements drive noise and reach, but are ultimately ineffective if the celebrity doesn’t resonate with your target audience. And vice versa, if the celebrity’s fanbase does not connect with your brand. Staying on-brand is the most crucial aspect of any brand partnership. 

Anchor campaigns in culture: music, trends, and identity drive relevance.

This GAPxKATSEYE campaign captures the spirit of individuality. Each KATSEYE member is dressed uniquely to reflect their personality and style, something which speaks perfectly to GAP’s target audience.

Prove product value through action, not just through copy.

Gen Z knows that you’re trying to sell them something. And they don’t mind! They just want you to be honest about what the product is and why they should buy it, rather than doing hoops by hopping on TikTok trends or using the latest Gen Z slang to be “cool” and, ultimately, fail. 

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Community marketing Is brand building

Connecting with audiences on a human level, tapping into identity, emotion, and values is what elevates your brand - and closed-consumer group marketing is precisely the way to do that.

As our Chief Financial Officer, Will Harris, explains:

“Consumers love to identify themselves by the brands they buy. When a brand recognizes that identity and offers something meaningful in return, the relationship deepens fast.”

That sense of being seen can’t be matched by a generic discount. That’s why Pion encourages brands to treat these offers not as mere promotions, but as part of a branded program. Consistency, tone, and presentation matter.

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