Dive Brief:

• Pacsun is shining a spotlight on jeans for a fall campaign targeting Gen Z, according to a press release. The effort promotes a new denim collection focused on versatility.
• “Denim Days” features a handful of creatives, including The Williams Twins and model Alana Champion, and was shot inside a shopping mall in a nod to the younger generation’s interest in mall culture. 
• The campaign will include a creator trip to Jackson Hole, Wyoming, to produce real-time social media content. Pacsun will also activate during TikTok Shop’s Super Brand Day in late July and host livestreams at its flagship locations in Los Angeles and New York City. 

Dive Insight: 

Pacsun is celebrating jeans as a daily staple with “Denim Days,” which is targeted at Gen Z and arrives as the retailer’s denim apparel rides a viral streak on TikTok. Despite its digital success, Pacsun is attempting to gain more attention for its jeans by staging the fall campaign inside of a shopping mall. Younger generations are rediscovering mall culture for both its social and shopping perks, Pascun said. Other brands have put renewed interest on in-store shopping recently, including American Eagle.

“Denim Days” includes partnerships with talent including The Williams Twins, who have frequently been featured in Pacsun campaigns, model Alana Champion and creators Jackson Passaglia, Marlee Guillory, May Li West, Cayley Claire and Tatiana. To support the effort, Pacsun is hosting a Denim Trip for creators later this month to offer talent the chance to showcase how they style their denim in content that will run across social media.

The campaign launched July 12 online and on social and will hit retail locations later this month. Around the same time, Pacsun will appear during TikTok Shop’s Super Brand Day, which offers brands a high-impact opportunity to highlight products through live shopping experiences. The effort marks the third time Pacsun has teamed with TikTok for its Super Brand Day as part of a continued push into social commerce. 

Pacsun’s fall collection is meant to be inclusive of a wide range silhouettes, with styles like the Casey Low Rise Baggy and new Jade Bootcut jeans for women and the new Blake Extreme Baggy and Cade Straight jeans for men.

Pacsun was an early adopter of TikTok, quickly accruing over 2 million followers, and has continued to make the platform part of its marketing to Gen Z. Last fall, the brand partnered with Pinterest for a series of experiences to support its “Better in Baggy” fall campaign that was similarly focused on denim.