NewsAll The Cool Teens™ Got Called In for American Eagle's Fall Campaign
While many or our favorite mall stores struggle in today’s retail climate, American Eagle is on a surprising roll. Business is strong—revenue is up 3% from last year—thanks to better-quality products and marketing that actually resonates with today’s teens. Look to the brand’s first global advertising campaign, debuting today, for proof of the latter. Photographed by Cass Bird and styled by Sara Moonves, two fashion industry favorites, the campaign is stacked with stylish young stars with huge social media followings.
Troye Sivan, the Australian singer and YouTube star, and Michael Lockley, GQ’s favorite model-of-the-moment, are among those featured. Actress and singer Hailee Steinfeld and Black-ish star Yara Shahidi also star in the campaign. In Calvin Klein and Diesel fashion, the photos are tagged with an inspirational quote from each personality tied to the campaign’s #WeAllCan theme. The responses range from "I Can Love Anyone" and "I Can Create My Future", to "I Can Dance Weird".
What's more, an entire capsule collection of t-shirts and limited edition, hand-painted denim jackets highlighting the message will be sold exclusively on AE.com starting tomorrow. Think: American Eagle’s twist on Life of Pablo merch.
So yeah, they're on the right track.