The International Woman Group Brings Y2K Nostalgia and Inclusivity to Hole’s Greatest Viral Second But
In a daring transfer that has taken social media by storm, Hole unveiled its Fall 2025 “Higher in Denim” marketing campaign that includes the worldwide lady group KATSEYE. Launched earlier this week (August 19), the marketing campaign showcases the six-member group that consists of Daniela Avanzini, Lara Raj, Manon Bannerman, Megan Skiendiel, Sophia Laforteza, and Yoonchae Jeung. The younger girls are dancing to Kelis’ iconic 2003 hit “Milkshake.”
With over 24 million views on Instagram and a couple of.2 million likes on TikTok inside days of its launch, the advert has change into Hole’s most viral marketing campaign thus far. Thus, redefining the model’s denim legacy with a nod to Y2K nostalgia and a celebration of range.
Who Are KATSEYE?
KATSEYE is a six-member international lady group shaped in 2023 via the truth competitors collection The Debut: Dream Academy, a collaboration between HYBE Company and Geffen Information. The group, pronounced “cat’s eye” and stylized in all caps, attracts its title from the chrysoberyl gemstone. Particularly, the cymophane selection, recognized for its shifting, iridescent colours. This displays the group’s various backgrounds, with members hailing from the Philippines, South Korea, Switzerland, and the USA. The lineup consists of:
- Sophia Laforteza: The Filipina-American chief, recognized for her vocal prowess and prior look on Household Feud Philippines.
- Manon Bannerman: A Swiss member with a aptitude for songwriting and a background in pictures modeling.
- Daniela Avanzini: A Latina member who embraces low-rise denim as a private type staple.
- Lara Raj: The Indian-American member who advised the group’s stylized title, KATSEYE.
- Megan Skiendiel: An American member who values consolation and confidence in her trend decisions.
- Yoonchae Jeung: A South Korean member with fond reminiscences of Hole’s iconic hoodies from her childhood.
Managed by HYBE and Geffen Information, KATSEYE blends Okay-pop’s polished choreography with Western pop sensibilities. Subsequently, incomes them the title of a “international lady group.” Their debut EP, SIS (Tender Is Sturdy), was launched in August 2024. After that, their second EP, Stunning Chaos was launched in June of this yr. Each initiatives have solidified their rising standing. In consequence, singles like “Contact” and “Gnarly” are charting on the Billboard Sizzling 100.
The “Higher in Denim” Marketing campaign: A Y2K Revival
Hole’s “Higher in Denim” marketing campaign faucets into the Y2K aesthetic that has captivated Gen Z. Subsequently, reintroducing the model’s iconic Lengthy & Lean denims and low-rise denim types. The video is directed by Bethany Vargas and choreographed by Robbie Blue. Additionally, Blue has labored with artists like Doechii and Tinashe. So, the 90-second industrial options KATSEYE and a various ensemble of dancers shifting to “Milkshake.” The choreography blends jazz funk, hip-hop, and Okay-pop-inspired strikes. Thus, making a high-energy visible that celebrates individuality and self-expression.
The marketing campaign’s aesthetic is a love letter to the early 2000s, with KATSEYE members styled in nostalgic denim seems to be:
- Sophia: A pleated denim skirt paired with a cropped jean jacket and equestrian-inspired using boots.
- Manon: A denim bralette and saggy males’s denims, channeling Aaliyah’s ‘90s vibe.
- Daniela: A stretchy SecondSkin Bodysuit, praised for its flexibility throughout dance.
- Lara: A denim bralette styled like a corset, including a daring edge.
- Megan: A Crop Shell Tank High and males’s saggy denims for a assured, relaxed look.
- Yoonchae: A customized denim prime and fitted Denim Racing Jacket tailor-made to her body.
The advert’s minimalist white backdrop is harking back to early 2010s Apple commercials. So, it retains the deal with the denim and the dancers’ actions. As extra dancers be part of KATSEYE in a round formation, the visible symbolizes neighborhood and togetherness, aligning with Hole’s long-standing theme of self-expression via trend.
Why the Marketing campaign Went Viral
The “Higher in Denim” marketing campaign has resonated with audiences for a number of causes:
- Cultural Relevance: KATSEYE’s various backgrounds—representing Filipino, South Korean, Swiss, Indian, Latina, and Black identities—have been praised for his or her inclusivity, particularly in distinction to current controversies surrounding American Eagle’s Sydney Sweeney marketing campaign, which confronted backlash for perceived tone-deaf messaging. Social media customers on X lauded Hole’s advert as an “antithesis” to Sweeney’s, highlighting its deal with range and individuality.
- Nostalgia Meets Modernity: The usage of Kelis’ “Milkshake” paired with Y2K-inspired denim faucets into Gen Z’s love for early 2000s aesthetics whereas interesting to Millennials who grew up with the tune. The marketing campaign’s fashionable choreography and digital-native strategy make it recent and accessible.
- Social Media Amplification: With over 22 million followers throughout platforms, KATSEYE’s fanbase, referred to as EYEKONS, has pushed engagement. Followers on TikTok have recreated the advert’s choreography, boosting its attain. Posts on X describe the advert as “fairly” and “fabulous,” with followers appreciating the group’s genuine power.
- Model Alignment: Hole’s historical past of dance-driven campaigns, that includes stars like Troye Sivan and Tyla, aligns seamlessly with KATSEYE’s performance-driven identification. The marketing campaign looks like a pure extension of Hole’s legacy, as famous by chief advertising and marketing officer Fabiola Torres, who emphasised the group’s position as “digital-native creators and rising type leaders.”
Standout Options of the Marketing campaign
• Restricted-Version Merchandise: To have a good time the collaboration, Hole launched a KATSEYE brand hoodie in the present day (August 22). It featues colours impressed by the group’s Stunning Chaos EP. Every hoodie displays the members’ private types, with pre-orders promoting out shortly, as famous on Reddit.
• Retail and Digital Attain: The marketing campaign extends past social media, with placements in Hole shops, a Instances Sq. billboard, and out-of-home adverts in subways and bus shelters. This multi-channel strategy ensures most visibility.
• Inclusivity in Motion: KATSEYE’s assertion, “Hole didn’t ask us to slot in—they invited us to indicate up as we’re,” underscores the marketing campaign’s emphasis on individuality. Every member’s distinctive type shines, from Yoonchae’s sporty jacket to Daniela’s daring bodysuit, making the advert a celebration of various identities.
KATSEYE’s Style Affect
KATSEYE’s involvement within the Hole marketing campaign is a part of their rising affect within the trend world. Since debuting in 2024, the group has collaborated with manufacturers like Fendi, Coach, Pandora, Lush, and Jollibee, leveraging their various backgrounds and Y2K-inspired type. Artistic director Humberto Leon has performed a key position in shaping their picture. Subsequently, drawing from their multicultural identities to create a novel aesthetic.
In a Teen Vogue cowl story, Sophia emphasised the group’s dedication to authenticity: “What resonated with folks a lot about our visuals is how a lot we select to reinforce it and keep true to ourselves.” This authenticity is clear within the Hole marketing campaign. That’s the place every member’s outfit displays their persona whereas showcasing denim’s versatility.
The Broader Context: Hole’s Resurgence
Hole’s collaboration with KATSEYE comes at a pivotal second for the model, which has been working to regain cultural relevance beneath artistic lead Zac Posen. The “Higher in Denim” marketing campaign builds on current successes, together with adverts with Troye Sivan and Tyla. So, it aligns with Hole’s technique to mix nostalgia with fashionable enchantment. Regardless of challenges like declining U.S. attire spending and potential tariff prices of $100–150 million, Hole’s deal with authenticity and inclusivity has struck a chord with shoppers.
The marketing campaign’s timing additionally capitalizes on the backlash to American Eagle’s Sydney Sweeney advert, which was criticized for its “good denims/genes” wordplay. Social media customers on X and Reddit praised Hole’s inclusive strategy, with one commenter noting, “Hole noticed American Eagle’s Sydney marketing campaign and was like, ‘That’s all you bought? Alright, MY TURN!’”
What’s Subsequent for KATSEYE?
Contemporary off their Lollapalooza efficiency, which Manon described as “the very best day of our lives,” KATSEYE is gearing up for his or her The Stunning Chaos Tour, beginning November 15, 2025, in Minneapolis. The tour will hit main cities like Toronto, New York, Los Angeles, and Mexico Metropolis. Subsequently, promising high-energy performances that mirror the dynamism of the Hole advert.
The group’s music continues to achieve traction, with Stunning Chaos debuting at #4 on the Billboard 200 and “Gnarly” reaching #92 on the Billboard Sizzling 100. Their skill to mix Okay-pop choreography with international pop enchantment has made them a standout act, and their trend collaborations are amplifying their cultural impression.
Why This Issues
Hole’s “Higher in Denim” marketing campaign, starring KATSEYE, is greater than a industrial—it’s a cultural second. By embracing range, nostalgia, and genuine self-expression, the advert resonates with Gen Z and Millennials alike. Its viral success underscores the ability of inclusive advertising and marketing and the enduring enchantment of denim as a canvas for individuality. As KATSEYE continues to rise in music and trend, and Hole solidifies its comeback, this collaboration marks a defining chapter in each their tales.
For followers keen to buy the seems to be, Hole’s web site presents the featured denim types, from the Lengthy & Lean denims to the Micro Mini Pleat Skirt. The limited-edition KATSEYE hoodie, obtainable for pre-order beginning in the present day, is a must have for EYEKONS and trend lovers alike.
