Gap’s viral summer denim campaign has sparked a cultural moment and significant sales growth, showcasing the power of nostalgia and influencer marketing in the fashion industry.
Gap Inc. is experiencing a surge in momentum following the success of its viral summer denim campaign, “Better in Denim.” This campaign not only ignited a cultural moment but also translated into impressive sales growth for the brand.
Similar to American Eagle’s successful campaign featuring actress Sydney Sweeney, Gap’s ad has effectively turned social media buzz into substantial revenue. Richard Dickson, CEO of Gap Inc., highlighted the campaign’s impact during the company’s third-quarter earnings call, noting that it garnered over 8 billion impressions and 500 million views. He described it as a global cultural takeover, marking it as one of the brand’s most successful campaigns to date, which resulted in significant traffic and double-digit growth in denim sales.
Following the campaign’s success, Gap Inc., which also owns brands such as Old Navy and Banana Republic, reported quarterly results that exceeded expectations and raised its full-year outlook. The positive news led to a 5% increase in the company’s shares during after-hours trading.
The “Better in Denim” campaign, launched over the summer, resonated with audiences by featuring the global girl group Katseye performing to Kelis’ hit song “Milkshake.” The ad quickly dominated social media feeds and contributed to a broader resurgence of denim across the fashion industry. This campaign coincided with an unofficial “denim ad showdown,” as other brands like American Eagle and Lucky Brand released their own eye-catching campaigns, all vying for cultural relevance and consumer attention.
According to Dickson, influencer content has become a primary method for product discovery among Gen Z and millennials, and Gap has been performing exceptionally well in this area. He emphasized that collaborations continue to enhance the brand’s relevance and revenue, citing a recent partnership with designer Sandy Liang that attracted a wave of younger shoppers. This strategy not only appeals to younger consumers but also resonates with higher-income customers, positioning Gap effectively between premium and value markets.
Gap Inc. reported a 5% increase in comparable sales compared to the previous year, with the Gap brand itself seeing a 7% rise, as noted by Chief Financial Officer Katrina O’Connell. Dickson attributed the strong quarterly performance to “broad-based strength in denim,” repeatedly acknowledging the Katseye campaign’s role in driving momentum across the company’s portfolio.
The resurgence of denim in the fashion world is not merely about the fabric; it encompasses faces, culture, and timing. Fashion brands are increasingly leveraging the power of viral collaborations, enlisting rising stars and culturally relevant personalities who resonate with Gen Z’s preferences.
These campaigns transcend traditional advertising; they are designed as shareable moments optimized for platforms like Instagram and TikTok. When a video captures the right emotional and cultural elements—such as nostalgic music, authentic dance moments, or beloved influencers—it transforms into social currency. This momentum often translates directly into sales. Brands like Gap and American Eagle have demonstrated that when the right talent leads a campaign, it not only builds awareness but also fosters a sense of community among Gen Z consumers.
As the fashion industry continues to evolve, the successful integration of viral marketing strategies and influencer partnerships will likely remain crucial for brands seeking to capture the attention and loyalty of younger audiences.
Source: Original article










































































On a warm evening in Chicago, excitement filled the air at The Matrix Club as music lovers gathered for an unforgettable night of melody and memories. On June 13, 2025, at 7:00 pm, the venue hosted a special event titled “Celebrating Legendary Divas: Mughal-E-Azam’s Anarkali,” presented by Aarush Entertainment, Rudra Creation, and Dhrishti. This performance by the renowned vocalist Priyanka Barve wasn’t merely a concert — it was an emotional tribute to the legendary voices that have shaped Indian music for generations.
cultural heritage and musical expression. It was a full-house event, with attendees of all ages — families, friends, and music connoisseurs — coming together to immerse themselves in the musical legacy of India. The evening became a shared experience of nostalgia, reverence, and joy, leaving a lasting impression on everyone present.
with a contemporary touch has elevated her career, but it is her portrayal of Anarkali in the stage adaptation of Mughal-E-Azam that has set her apart as a multi-dimensional artist capable of merging voice, emotion, and stage presence seamlessly.
evergreen or lifting spirits with an energetic number, her voice brought each song’s story to life.
Priyanka also spoke fondly of her personal connection with Chicago. “I was 21 when I first performed here. The love from this diverse audience — people from Karnataka, Maharashtra, and beyond — was overwhelming. Coming back feels like coming home,” she said, expressing her appreciation for the warmth and support of the city’s multicultural community.
expressed their deep gratitude to everyone who attended, as well as to the sponsors and fellow organizers who contributed to making the evening a grand success. Their collaborative effort with Rajkumari Rathod of Rudra Creations and Dhrishti demonstrated a shared passion for promoting rich cultural experiences. “This night was not just about the music; it was about honoring our rich culture and the unity we find in it. We’re proud to bring Priyanka Barve to Chicago — a true musical gem,” said the team, underlining the emotional and cultural significance of the occasion.
Suresh Bodiwala, Chairman of Asian Media USA, echoed the importance of the concert in highlighting the role of cultural unity through the arts. “We are proud to support Priyanka Barve’s extraordinary concert, a celebration of musical excellence and cultural unity. This event underscores our commitment to promoting diverse artistic talent and fostering community engagement through the universal language of music,” he said. Recognizing the power of music to transcend boundaries, he praised the concert for honoring the timeless voices that continue to inspire. “She brought vocal magic to Chicago, paying homage to the legendary divas — Lata Mangeshkar, Asha Bhosle, Shreya Ghoshal — whose voices have defined generations,” he added.



Sunday, July 27, 2025
Krasnoff Theater, Tilles Center at LIU
VIP Reception: 5:00 – 6:30 PM
Doors Open: 6:30 PM
Showtime: 7:00 – 9:00 PM
TICKETS & INFORMATION:



Serving as a cultural showcase and tribute to the enduring legacy of Indian classical music, the event harmonized tradition with emotional storytelling. Anchoring the evening was the eloquent Amin Haider, whose articulate hosting and thoughtful commentary added significant depth to the program. Haider’s narration was not just informative but evocative, highlighting several memorable moments from Ustad Ghulam Abbas Khan’s life and career. A particularly striking story he shared revolved around a young Ghulam Abbas, only 16 at the time, who had to perform Hindustani classical music at Delhi’s Daulat Ram College—a genre then unfamiliar to him. Despite his lack of experience, the young artist impressed none other than Pandit Debu Chaudhary. So captivated was the maestro that he interrupted the concert to tune the tanpura himself, allowing Ghulam Abbas to shine at his best. As Haider described, this story was emblematic of “the resilience and passion of a maestro whose name is synonymous with excellence.”
performance that was as spiritually uplifting as it was technically flawless. He seamlessly navigated an array of musical forms, from khayal and thumri to dadra, Sufi kalams, bhajans, and ghazals. Audiences were deeply moved by his performance of Raga Puriya Kalyan and original and traditional bandishes like “More Ghar Aaja” and “Ab To Tumhi Sang Lagan Lagai.” His ability to infuse these centuries-old compositions with fresh emotion and contemporary nuance was nothing short of mesmerizing. The performance bore the unmistakable imprint of his artistic lineage—being the son of Padmashri Ustad Ghulam Sadiq Khan, and the maternal grandson of Padmabhushan Ustad Mushtaq Husain Khan.
Adding a local flavor to the evening, Chicago-based vocalist Payel Ganguly gave a brief yet impactful performance that paid homage to the same musical traditions Ustad Ghulam Abbas embodies. Her rendition was heartfelt and authentic, resonating powerfully with the audience. The crowd responded with enthusiastic applause, affirming her rising status in the realm of classical music.
Kastha delivered a stunning rhythmic performance, displaying a maturity and finesse that belied his age. His intricate patterns and subtle flourishes aligned flawlessly with the vocal cadences, creating a musical dialogue that captivated listeners throughout the night.
emphasizing the evening’s significance as a unifying cultural moment for the South Asian community in Chicago. Though Mr. Iftekhar Sharif, the designated chief guest, was unable to attend due to unforeseen scheduling issues, the event was graced by the esteemed ghazal singer Amir Mohammed Khan, who appeared as the Guest of Honor.
and contributions to Hindustani classical music have earned him several prestigious honors. These include the Central Fellowship Award from India’s Ministry of Culture, the Global Achievement Award in 2017, and the Dr. Radhakrishnan Award in 2018. One of the pinnacles of his career was a performance at the President’s House during the tenure of Dr. APJ Abdul Kalam—an event that remains a highlight in his professional journey.
Ali’s Catering ensured that guests were well-fed, while Ena Agnihotri of the Radisson Hotel in Schaumburg provided additional hospitality support. Other significant contributors included the Urdu Institute and Aftab Baig of Monty’s Banquet. Their collective efforts helped transform the evening into more than just a concert—it became a holistic celebration of culture, heritage, and music.





