Myer deal marks third attempt to crack Australian market
US denim brand Gap, powered by a girl group, is making a new play on the Australian market.
We hope the exclusive deal through Myer stores will be third time lucky for Gap, which closed its Australian stores eight years ago and saw the end of online-only sales two years ago.
“Over the last two years, we’ve focused on fixing the fundamentals like closing stores, right-sizing the business and strengthening our core,” says Gap chairman and CEO Mark Breitbard. “From there, we got back to what Gap does best, embracing our music and dance heritage while doubling down on product icons like linen, khaki and denim.”
The dance, which was a feature of Gap’s lighthearted television commercials in the nineties, has become central to its renewed popularity following last year’s viral commercial. Better in Denim Campaign featuring girl group Katseye dancing to Kelis’ 2003 hit Milkshake.
The campaign received more than 20 million views in the first three days after it went live in August. It has currently received over 66 million views on YouTube.
“We focus on working with the right voices at the right moments, and our campaign with Katseye is a great example of that,” says Breitbard. “Better in denim “It was the highest-performing campaign in Gap brand history and helped drive double-digit growth in adult denim in 2025.”
Gap is also enjoying a red carpet renaissance. Sharon Stone wore famous Gap pieces to the 1996 and 1998 Oscars. This year, Timothée Chalamet wore a custom Gap Studio gown to the Oscar nominee dinner, while actress Barbie Ferreira wore an indigo dress inspired by business shirts at the main ceremony.
“Gap Studio is one of the ways we show up in cultural moments that feel elevated and unexpected for the brand. It showcases our design credibility on a global stage while strengthening our connection to fashion and entertainment.”
When Gap first launched in Australia in 2010 with a 1,200 square meter store at Chadstone Shopping Centre, it was already facing global retail challenges. That same year, Gap attempted to rebrand with a minimalist logo; This decision was so unpopular that it was reversed within six days.
Breitbard, which has enjoyed recent sales growth, believes now is the right time to team up with Australian clothing group Fashionata, which will manage the deal with Myer.
“Australia is an important market as we continue to expand our international franchise business. This launch reflects the momentum we’ve built globally as we introduce and reintroduce Gap to new audiences,” he says.
The exclusive deal with Myer strengthens the store’s return to the fashion forefront, following its partnership with British brand Topshop launched last month.
“Gap has re-established itself as a cultural force and is clearly resonating with a new generation of shoppers,” says Myer chief executive Olivia Wirth. “This launch represents a significant step for Myer as we continue to revitalize our brand mix to attract new customers, particularly young Australians.”
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