GAP’s New Denim Ad Is a Hit Thanks to Bethany Vargas

A new denim ad is drawing global attention, and this time it’s for all the right reasons. GAP has tapped international girl group Katseye for a vibrant new campaign titled “Better in Denim,” a full-length, choreographed dance video that celebrates individuality, unity, and style. Behind the camera is none other than Bethany Vargas, the Mexican-American photographer and director making waves across fashion and music.

 

View this post on Instagram

 

A post shared by Gap (@gap)

The ad, announced on Instagram as a joint post between GAP and Katseye, carries the message: “Better in denim. This is denim as you define it. Your individuality, your expression, your style. Powerful on your own. Even better together.” The 90-second spot features Katseye performing to Kelis’ iconic track “Milkshake” alongside an ensemble of dancers, styled in distinct denim looks. Choreographed by Robbie Blue, the video captures the essence of movement, rhythm, and personality, hallmarks of Vargas’ cinematic style.

For Vargas, this project marks another milestone in a career defined by boundary-pushing visuals. Best known for her work with The Marías, Marina and the Diamonds, Kali Uchis, and Megan Thee Stallion, as well as the visionary behind Lady Gaga’s “Abracadabra” music video, Vargas has built a reputation for transforming sound and fashion into transcendent, moving images. Her aesthetic blends dreaminess with precision, soft yet sharp, intimate yet expansive.

 

View this post on Instagram

 

A post shared by Gap (@gap)

The positive reception of “Better in Denim” stands in stark contrast to the criticism GAP’s competitor American Eagle faced earlier this year after its denim ad with Sydney Sweeney was accused of leaning into rage-bait tactics. Instead, Vargas’ direction has been praised for centering artistry, authenticity, and joy.

From MySpace to GAP: Bethany Vargas’ Creative Journey

Vargas’s creative journey began unconventionally. At just 15, she downloaded a pirated version of Photoshop and started designing banners for MySpace. Soon, she was taking photos for friends, and by her senior year of high school, she was staging full-blown conceptual shoots. What started as a side hustle grew into a calling. Photography opened doors, but it was video, where she could marry visuals with sound, that allowed Vargas to explore the emotional depth of her art.

 

View this post on Instagram

 

A post shared by Bethany Vargas (@bethany.vargas)

Her style is often described as warm, dreamy, and clean, inspired by everything from painter Edward Hopper to fashion photographer Nick Knight. She finds concepts in music, moods, and locations, allowing intuition to guide her direction. While her photography invites open interpretation, her video work is more pointed, designed to make audiences feel.

Now based in Los Angeles after recently relocating from Seattle, Vargas is immersing herself in the city’s creative scene. She has already connected with an abundance of talent, expanding her network as she prepares for larger-scale projects. Looking forward, Vargas aims to keep evolving, refining her craft while pushing herself toward ambitious new challenges in fashion, music, and beyond.

With “Better in Denim,” Vargas has cemented herself not just as a director to watch but as a Latina creative shaping the visual language of modern pop culture.