American Eagle launches fall denim campaign with focus on real consumers

By

Cassidy Mantor

Published
Jul 27, 2018

American Eagle's latest fall back-to-school denim campaign follows the brand's commitment to celebrating real consumers, showcasing 12 "real people," including an AE retail store associate.

Explaining the season's offering in a release, Chad Kessler, American Eagle global president stated, “This fall we are delivering a curated assortment of great fashion to inspire our customers to take what we make, and make it their own.”

The fall denim collection centers around American Eagle's Ne(X)t jeans which can be customized with a unique back patch for a more personal look. Women's styles range from sleek black stretch jeggings to distressed skinny jeans in multiple washes and lengths. Men's styles include relaxed and straight-leg jeans.

The company is also providing a fit guide designed to help show how the denim line can work for diverse sizes and body types.

The associated campaign is supported with a music video set to Kendrick Lamar’s DNA. The film was shot across the U.S. by French cinematographer, Mathieu Plainfosse, and shows real customers and how they move in their AE product.

Digital content for the campaign will marry AE's brand focus on Americana with music. The company partnered with Universal Music Group and Brands to showcase rising artists Bea Miller, Bibi Bourelly, Jade Bird, Lewis Capaldi and Trinidad Cardona. Each signed artist will produce digital content reflecting their journey with the AE product.

In addition to the main denim product, American Eagle has once again partnered with Rock the Vote. Four tee-shirt designs from consumers will be selected to sell online and at select AE stores beginning in September. 100% of proceeds from the sales will go to Rock the Vote.