It’s the timeless denim dilemma: high-rise or low-rise? For years, fashion enthusiasts have debated over which reigns supreme. At Cosmopolitan Middle East, we love both. But Gap’s new campaign, Better in Denim, makes a strong case for the return of low-rise, led by none other than global girl group KATSEYE.
The campaign is pure Y2K nostalgia as dancers hit the floor to Kelis’s iconic “Milkshake,” spotlighting the girls in Gap’s Low Rise denim and the iconic Long & Lean jean. Styled head-to-toe in denim, they brought their individuality, diversity, and creativity.
And in Cosmo, we loveee to see girls own their self expression. We love it so much we co-hosted an event with Gap on September 9th at Dubai Mall to celebrate the launch of the campaign. Our director, Milli Midwood, gave the audience a styling 101. We’ve all heard about denim on denim, but what about denim on denim on denim? Yup, layering and playing with the pieces are welcome. Guests included a range of creatives like Twinkle Stanley and Junanyna.
Influencers even broke out into dance during the event. Movement is at the heart of the campaign. Choreographed by Robbie Blue, the dancers in the viral campaign move in layers, with more performers joining throughout the video. It’s a powerful metaphor for people from all walks of life coming together. The circular choreography symbolises unity, echoing the brand’s ethos of bridging generations and cultures through style.
For Dubai, this collaboration was more than an in-store party. It was a reminder that denim is community. Whether you’re team high-rise, low-rise, or somewhere in between, Gap’s latest collection celebrates freedom, individuality, and the joy of self-expression. And in true Cosmo spirit, we’ll say it: everything really is better in denim.
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