The US-based apparel and accessories company, American Eagle has launched its new campaign ‘fall back-to-school denim’ that follows the brand’s commitment to honour real customers, showcasing 12 ‘real people’ that include one of the brand’s retail store associates.
Chad Kessler, Global President, American Eagle elaborating on the offering in a release affirmed that during this fall, the company will be presenting a curated collection of high-end fashion to inspire its consumers to pick what we offer.
The upcoming denim range focusses around American Eagle’s Ne(X)t jeans that can be modified with a unique back patch for a more personal look, as per the wearer’s choice. The brand offers a variety of womenswear products from sleek black stretch jeggings to distressed skinny jeans in multiple washes and sizes; whereas, the men’s collection comprises of relaxed and straight-leg jeans.
Markedly, the retailer is also offering a digital guide that is dedicated to make the wearer understand how the denim line can work for varied size and body types.
The latest campaign has a touch of music as a music video featuring Kendrick Lamar’s DNA is associated with AE’s new campaign. The video was shot across the country by French cinematographer, Mathieu Plainfosse, and shows how real customers do their daily chores while donning the products from AE.
Additionally, for the digital campaign, the company will unite AE’s brand focus on Americana with music. The company partnered with Universal Music Group and Brands to display rising talents like; Bea Miller, Bibi Bourelly, Jade Bird, Lewis Capaldi, and Trinidad Cardona. Every signed artist will create digital content that reflects their journey with the brand’s product.
Continuing its collaboration with Rock the Vote, a national t-shirt design contest was introduced to involve customers to express how they want to transform the system with art. 4 consumer designs will be manufactured and marketed on e-commerce platforms and selected outlets from 21 September and all of the sales will go to Rock the Vote initiative.
