HYBE (Chairman Bang Si-hyuk) and Geffen Records' collaborative girl group KATSEYE is causing a stir in the fashion world after hitting major global charts. Their influence is noteworthy as they expand their presence not only in music but also as style icons.
The American clothing brand GAP recently unveiled a new campaign ad titled "Better in Denim," featuring KATSEYE prominently. GAP is building a trendy brand image by showcasing a dance-centered advertisement that fuses fashion and music. KATSEYE has taken over from actors Parker Posey, pop star Tyla, and Troye Sivan, who appeared in the HBO series "The White Lotus."
In the advertising video, the six members (Daniela, Lara, Manon, Megan, Sofia, Yoonchae) appear in low-rise denim looks that emphasize their midriff and hip lines, exuding a sexy and casual vibe. They energetically perform dynamic choreography to the 2003 hit song "Milkshake" by American R&B star Kelis, alongside 30 dancers.
The video uploaded on GAP's official Instagram account on the 20th of last month (Korea time) surpassed 56.9 million views as of the 7th, with YouTube views exceeding 18.09 million. Additionally, teaser videos, member interviews, and behind-the-scenes reels have garnered responses similar to the main advertisement, generating numerous derivative content from social media users.
It is rare for an advertising video to attract such explosive interest. Given the characteristics of advertisement videos where metrics such as exposure ratio and view duration are critical, it is estimated that KATSEYE's campaign is achieving significant marketing effects.
According to the American business magazine Business Insider, GAP's CEO Richard Dickson reported that this advertisement greatly impacted GAP's brand power. In the second quarter performance announcement, Dickson mentioned that the KATSEYE advertisement recorded a total of 8 billion exposures and 400 million views across various social media platforms, emphasizing that "people are not just passively viewing this advertisement but actively participating, demonstrating this as a form of cultural domination."
GAP's Chief Marketing Officer Fabiola Torres expressed in an interview with the American advertising magazine Adweek that "KATSEYE is a global talent with diverse backgrounds, perspectives, and influences. They are creators and style leaders who possess a strong fanbase beyond just a pop group," showing expectations for their potential to expand without limits.
International media are also closely following GAP's campaign advertisement. GAP has positioned the global girl group KATSEYE as a core banner of inclusivity, embracing the individuality and charm of each person, leading to positive reviews of the campaign.
The American fashion magazine Harper's BAZAAR highlighted KATSEYE's hit song "Gnarly," stating that "KATSEYE gives low-rise denim its gnarliest comeback yet" in its focus on the advertisement. Harper's BAZAAR also noted, "There is no one better suited for this campaign than the global girl group KATSEYE." Another fashion magazine, V Magazine, expressed that "KATSEYE's essence aligns perfectly with GAP's brand values."
In the making film released on the 22nd, choreographer Robbie Blue clarified that diversity was a theme of this campaign. He stated, "It's really a celebration of everyone's diversity, featuring 30 dancers each with different styles and the girl group KATSEYE," emphasizing that KATSEYE, as a multinational group, aligns with the values the brand advocates.
Praise from international celebrities is also pouring in. Kelis, the original artist of the song "Milkshake" used in the advertisement, showed support with a heart emoji, while actress and fashion icon Chloe Sevigny remarked, "Everything about this advertisement is great." Mindy Kaling, known for her roles in the famous drama "The Office" and the movie "Inside Out," also left a short and striking comment saying, "Wow." The official account of the National Football League (NFL) commented, "Perfect, no explanation needed."
Meanwhile, KATSEYE is a team that debuted in the U.S. through the audition project "The Debut: Dream Academy" based on the 'K-pop methodology,' representing a significant success of the 'multi-home, multi-genre' strategy led by HYBE's Bang Si-hyuk. Their recently released second EP "BEAUTIFUL CHAOS" reached No. 4 on the American Billboard 200 (as of July 12), and the tracks "Gabriela" and "Gnarly" both entered the main song chart "Hot 100."
[Photo] HYBE Labels
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