Dive Temporary:
- Hole in the present day (Aug. 19) launched a worldwide fall 2025 marketing campaign starring international woman group Katseye, based on particulars shared with Advertising and marketing Dive.
- “Higher in Denim” features a 90-second spot set to “Milkshake” by Kelis that spotlights the retailer’s low-rise denim with a dance quantity choreographed by Robbie Blue. The marketing campaign will span digital, social, in-store, influencer partnerships and extra.
- Hole and Katseye additionally created a limited-edition emblem hoodie that includes the group’s title within the model’s arch design. The trouble comes as import levies threaten father or mother Hole Inc.’s progress, with the corporate bracing for as a lot as $300 million in tariff-related prices.
Dive Perception:
Hole is channeling the early aughts for “Higher in Denim,” its fall marketing campaign that spotlights nostalgic kinds like low-rise denims and mini skirts. To focus on the fashions, the retailer sought a pop-culture tie-in with Katseye, a six-member woman group that has amassed over 22 million followers, per launch particulars. The musical group, which is slated to tour this fall, has additionally been linked to different retailers, together with City Outfitters for its back-to-school advertising and marketing program.
Key to Hole’s marketing campaign is a spot that options Katseye in head-to-toe denim alongside a forged of dancers shifting by genre-blending choreography to the tune of 2000s anthem “Milkshake.” Dancers are seen shifting in layers, with extra becoming a member of all through the spot in a metaphor for togetherness, whereas a round formation is supposed to represent neighborhood. The forged dances freely all through the spot, a alternative supposed to advertise self-expression, a longtime theme inside Hole’s advertising and marketing. The spot was directed by Bethany Vargas and shot by Bjorn Iooss.
Hole usually hyperlinks itself to popular culture by promoting. For its spring marketing campaign, “Seems like Hole,” the retailer teamed with actress Parker Posey to focus on ‘90s trend. Final fall, the model linked with pop artist Troye Sivan to deal with a seasonal assortment of loose-fit denim.
“Higher in Denim” launches with a billboard in New York Occasions Sq. and can seem throughout Hole’s owned and earned media channels globally spanning digital, social, electronic mail, in-store and influencer partnerships. The retailer additionally teamed with Katseye for a limited-edition emblem hoodie accessible for pre-order Aug. 22.
Kinds highlighted in Hole’s marketing campaign embody its Lengthy & Lean denims, a well-liked 2000s merchandise reintroduced with a modernized match, the Denim Crop Shell Tank Prime and Micro Mini Pleat Skirt, amongst others. Denim has been in full focus for retailers of late, together with Pacsun and True Faith. The deal with self-expression for Hole’s marketing campaign follows equally themed adverts from retailers Abercrombie and Outdated Navy, well-timed performs that would assist the manufacturers acquire constructive sentiment amid ongoing backlash to fellow denim retailer American Eagle’s controversial tie-up with Sydney Sweeney.
The newest transfer from Hole comes as its father or mother warns of potential tariff-related challenges that would sluggish its enterprise momentum, together with the addition of $250 million to $300 million to the corporate’s gross incremental price this 12 months. Hole Inc., which additionally owns Banana Republic and Athleta, noticed internet gross sales enhance 2.2% 12 months over 12 months to $3.5 billion. The namesake Hole model noticed internet gross sales rise 5% to $724 million.
