American Eagle Launches Back To School ‘20 Campaign Shot Entirely Over Zoom Highlighting the Self-Expression of Youth Culture and Their Love of TikTok
Brand Combines Technology with Innovation and Taps Real Kids, Including TikTok Star
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AExME BTS ’20 Campaign Credit:
As social distancing became the new reality, AE leaned further into the evolution of its #AExME platform of handing over complete creative control to a cast of real kids, although this time virtually. The campaign was directed, shot, and produced entirely through Zoom, in addition to cell phone photography, polaroid, and camera film capture. Elements traditionally conducted in person took on the form of virtual tutorials, including hair and makeup guidance by artist
“At AE, we are always looking to engage with our customers on how and where they are spending their time - TikTok has become increasingly important. Although back to school may look different this year, we know that our customers will continue to express themselves through music and dance and that social media will remain the #1 one way they interact. Technology, innovation and social media offer AE an opportunity to connect our community with each other, and our brand, even if we aren’t physically together,” said
Representing diverse backgrounds in dance, from ballet, jazz, hip hop to tap and contemporary, the cast includes
“I have been wearing American Eagle jeans for as long as I can remember, so being a part of the back to school campaign felt authentic to my real style,” said
The campaign illustrates the cast expressing themselves through dance, the ultimate form of movement, and highlights how the jeans’ advanced fabric makes for endless stretch and unparalleled comfort. This Fall, the brand introduces the following:
- For her, the Dream fit offers booty-lifting, body-hugging, four-way stretch with endless holding power that never bags out.
- For him, the AirFlex+ Athletic fit was designed in the highest level of stretch fabric for lightweight flexibility and comfort.
- An assortment of tops and layering options that the customer can style into their everyday wardrobe to show their creativity, tapping into themes of 90’s nostalgia and 70’s revival for her, and drawing inspiration from sport and streetwear for him.
About American Eagle
Since 1977, American Eagle has offered an assortment of specialty apparel and accessories for men and women that enables self-expression and empowers our customers to celebrate their individuality. The brand has broadened its leadership in jeans by producing innovative fabric with options for all styles and fits for all at a value. We aren’t just passionate about making great clothing, we’re passionate about making real connections with the people who wear them. Visit www.ae.com to find your perfect pair of #AEJeans.