In an industry saturated with fleeting virality and one-hit wonders, KATSEYE’s rise feels anything but accidental. In less than a year, the girl group has gone from rising stars to leading style icons.
The six-member global group has stormed charts and stages, but their true cultural dominance is playing out elsewhere, such as in fashion campaigns, beauty lines, fast food menus, and even video games. Here’s how each of their brand partnerships has helped rewrite the rulebook on fame, fashion, and the future:
1. Gap
KATSEYE’s “Better in Denim” moment with Gap didn’t just revive a classic brand; it reframed it. Set to Kelis’ Y2K anthem “Milkshake”, and featuring choreography that quickly became TikTok gospel, the campaign repositioned Gap from classic to cool with a single release. Robbie Blue’s choreography turned the visuals into something kinetic and unforgettable. Denim was no longer about Americana nostalgia. It was about movement, attitude, and feeling now. The girl group didn’t just wear denim; they made it look necessary again.
2. Jollibee
In one of their most unexpected yet delicious brand partnerships, KATSEYE teamed up with Jollibee USA for the KATSEYE Special Korean BBQ Chicken Sandwich and limited-edition Chickenjoy. It was flavour with flair. Bold, spicy and a little sweet, just like the group itself. The collab didn’t stop at the menu, a surprise merch capsule dropped alongside the campaign, featuring three streetwear-infused pieces that blended the group’s chart-topping power with Jollibee’s cultural icon status. The designs celebrated joy, fandom, and fearless self-expression, and sold out within hours. From crave-worthy bites to collectible pieces, this is just the beginning as EYEKONS should stay tuned for more deliciously exciting moments.
3. Monster High
For Halloween 2025, KATSEYE took a gothic-glam detour with Monster High, remixing the iconic “Fright Song” and debuting one-of-a-kind dolls modeled after each member’s look and culture. This was nostalgia served with an edge: fang prosthetics, body paint, and fierce fashion that turned every member into a living doll but make it monstrous. The line blurred between fantasy and fandom.
4. Pandora
KATSEYE’s “With Be Love” collaboration with Pandora struck a softer chord. An emotionally resonant campaign that saw the group styling themselves with symbolic charms that doubled as memory markers. The message? Jewellery isn’t just for aesthetics, it’s for telling your story. It was a campaign about identity, and once again, KATSEYE were more than models. They were muses.
5. Glossier
July 2025’s Lip Glaze launch with Glossier was a textbook example of how to do beauty branding right. With each member assigned a custom shade, from Yoonchae’s bold “Supernova” to Sophia’s dewy “Afterglow”, the campaign broke through the noise by keeping things real. Their “Get Ready With Me” video leaned into candid chaos with inside jokes, skincare tips, and a disarming closeness that made fans feel less like viewers and more like best friends.
6. Fendi
For its 100th anniversary, Fendi handed the mic, and the bags, to KATSEYE. The “Fendi For Yourself” campaign played less like a fashion film and more like a group chat brought to life. It featured the girls tossing around outfit ideas and handbag opinions with effortless camaraderie. It wasn’t about glossy perfection, it was about relatability, joy, and the evolving face of luxury.
7. Lush
What happens when a girl group meets a bath bomb? Magic, apparently. KATSEYE’s exclusive UK & Ireland collab with Lush was part-limited-edition product drop, part-fan immersion. From colour-coded, scent-specific soaps tied to each member’s personality to in-store activations that encouraged video fan messages, it was an experience that felt intimate and intentional. It made soap and self-care personal, performative, and feel like a shared secret.
8. Coach x Matin Kim
If ever there was a campaign that encapsulated KATSEYE’s in-between-worlds aesthetic, it was Coach x Matin Kim. Merging New York leather with Seoul streetwear, the collection captured the band’s duality: polished and gritty, stylish and kinetic. The regional focus targeting Korea, Japan, and Hong Kong was a strategic masterstroke. Coach didn’t just collaborate with the girl group; it tapped into their world.
9. Takis
With the “It’s a hottie Takis summer” campaign, the girl group reminded everyone that not every collab needs deep lore. Sometimes, it’s just about catching a vibe. The snackable campaign featured the group hyping up their own track “Gnarly,” eating chips, and turning the simplest concept into a viral moment. No overthinking, just spice, sound, and swag.
10. Toca Boca World
In their most futuristic partnership yet, KATSEYE entered the metaverse-lite world of Toca Boca World, becoming the simulation game’s first-ever real-world avatars. The Voxella Festival experience gave players a chance to collect all six members, unlock music, and style their own digital divas. It wasn’t just a game update; it set a new standard for how fans connect with their idols.
