PacSun debuted its Fall campaign, “Better in Baggy,” to celebrate the start of the Back to School season. The campaign showcased the brand’s newest denim designs as seen through The PacSun Collective’s perspective.
Through co-creation, The PacSun Collective fortifies the relationship between the brand and its youth community. The Fall campaign uses models from the Collective, and PacSun’s website offers a year-round nomination process.
The campaign, which features PacSun’s popular baggy denim fits, follows a fashionable group of pals from the bustling streets of New York City to the serene landscapes of upstate New York. It is shot by members of the brand’s consumer community.
“Denim is the cornerstone of the PacSun brand,” stated Richard Cox, Vice President of Global Partnerships and Men’s Merchandising at PacSun. “The shift towards baggy and loose-fits shows a movement towards comfort and individuality in fashion. We’re not just launching a campaign, we’re creating styles and moments for our customers and connecting them to our brand in meaningful ways that they can relate to.”
PacSun and Pinterest have teamed up to develop interactive shop window displays, engage consumers through digital and social media marketing, and collaborate on events in order to further bring the campaign to life.
PacSun uses Pinterest’s visual platform to inspire and engage its audience by fusing the best elements of digital and fashion innovation. Shoppable content is integrated, making it simpler for shoppers to find the newest fashions straight from their Pinterest feed. To commemorate the campaign debut, PacSun will also hold an exclusive in-store event at its Soho flagship, encouraging customers to check out the new collection in person along with unique activities and deals.
One of PacSun’s most important product categories is still denim, and baggy denim is now a key factor in sales. Over 80% of PacSun’s denim sales are now made up of baggy, loose, and wide-leg jeans, reflecting a significant shift in the brand’s consumer preferences.
The Fall campaign also draws attention to the women’s embroidered denim microtrend. In response, PacSun has incorporated a number of adorned denim styles—such as bows, rhinestones, leopard print, and novelty patches—into its Fall 2024 line. This move reflects the brand’s dedication to staying ahead of trends in fashion and accommodating consumer preferences.
PacSun is committed to providing innovative fashion filtered through the prism of youth culture, and it is always changing to satisfy its devoted clientele’s needs and tastes.
