Who Sings “Milkshake” in the New Gap Commercial?
By Carmichael Phillip
The Song Behind the Denim Dance
If you’ve seen Gap’s Fall 2025 campaign, “Better in Denim,” you might have wondered who sings that familiar, addictive tune. The song in the ad is “Milkshake” — and it’s by Kelis.
About the Song: Kelis’s “Milkshake”
“Milkshake” is a hit single by American singer Kelis, released in 2003.
Produced by The Neptunes (Pharrell Williams and Chad Hugo), the track became one of Kelis’s signature songs, known for its provocative lyrics, catchy hook, and that unforgettable beat.
Over two decades later, the track was brought back into the spotlight thanks to Gap’s campaign, proving that some songs never really go out of style.
How “Milkshake” Is Used in the Gap Campaign
The campaign features KATSEYE, a six-member global girl group, dancing throughout a 90-second commercial to the original “Milkshake” by Kelis.
Their choreography, crafted by Robbie Blue, blends styles from ballet to hip-hop, capturing the spirit of early‑2000s pop culture.
Gap Inc.
According to Gap, the campaign is a celebration of movement, music, and self-expression — all wrapped up in low-rise denim and a high-energy dance performance.
Gap Inc.
Why Gap Chose “Milkshake”
So why this particular song? There are a few key reasons:
Nostalgic Pull: “Milkshake” is a defining pop song of the early 2000s. By using it, Gap taps into Y2K nostalgia — especially important now that low-rise denim trends are making a comeback.
Energy + Accessibility: The song’s beat and playful lyricism make it a great fit for a commercial centered on dance. According to choreographer Robbie Blue, the ad became “a dance through decades,” much like how denim has evolved over time.
Gap Inc.
Cultural Resonance: Kelis’s track is not just well-known, but culturally resonant. Using it underscores both Gap’s legacy and its desire to stay relevant with younger generations.
The Observer
Is It the Original Recording?
Yes — from all reliable sources, Gap is using the original Kelis recording of “Milkshake,” not a cover or re-record.
Reports don’t indicate that KATSEYE re-sang the vocals. Instead, their performance is purely visual and dance-based, layered over Kelis’s original track.
Stanisland Magazine
Impact of the Campaign on the Song
Since the ad dropped, “Milkshake” has seen a major resurgence in streaming. According to Luminate data, streams of the song jumped by 179% in the weeks after the campaign launched.
The Express Tribune
This renewed interest demonstrates how a well-executed commercial can breathe new life into classic songs—and how music and fashion still feed off each other in powerful ways.
Reactions from KATSEYE and Kelis
KATSEYE Members: In interviews (like with Teen Vogue), KATSEYE members have expressed excitement about performing to such an iconic track.
Teen Vogue
They appreciated how the song matched their Y2K-inspired style and the campaign’s emphasis on individuality.
Harper’s BAZAAR
Kelis’s Response: While there isn’t a widely publicized detailed statement from Kelis specifically on the campaign, the rebound in streams suggests that the collaboration—or at least the use of her song—is resonating positively with both long-time fans and new listeners.
The Express Tribune
Why This Matters for Gap
This campaign is more than just a fashion ad — it’s a cultural statement. By pairing a major early‑2000s anthem with a global girl group styled in low-rise denim, Gap is intentionally bridging generational textures.
Gap Inc.
The ad’s success (going viral, sparking social media dance trends) also reflects Gap’s renewed relevance in youth culture. According to Gap’s CEO, the campaign generated billions of impressions, highlighting how music-driven storytelling can be a powerful brand tool.
allkpop
Final Answer: Who Sings “Milkshake” in the Ad?
The voice behind the song is Kelis, and the track used in the Gap commercial is her original 2003 recording of “Milkshake”.
The campaign leverages her track’s nostalgic power, pairing it with contemporary dance and fashion through KATSEYE’s performance.
Rather than re-recording or covering the song, Gap leans fully into its iconic, recognizable energy — helping to create a commercial that feels both retro and fresh.
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