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AG’s Valentine’s Day Capsule Collection Promotes Self-Love

The Rivet 50 is calling for nominations for leaders in the denim industry in 5 categories: design, influencer, leadership, sustainability and supply chain. Nominations close on May 23.

With the 2022 Valentine’s Day spending forecasted to be the second highest year on record, AG Jeans is temping consumers to treat themselves with a capsule collection dedicated to self-love.

The Los Angeles-based brand launched “I Love Me,” a collection of unisex sweatshirts, T-shirts, socks and baseball caps. Items feature heart and “love” motifs and a definition of self-love that highlights the importance well-being and happiness.

The main item is the Arc Crew with “_________ yourself” at the front so the wearer can fill the blank space in with any word they wish. The long-sleeve, pima cotton top is designed in an exclusive AG made with the brand’s essential luxe Terry.

The collection is available on AG’s website and retails for $24-$148.

The National Retail Federation expects 2022 Valentine’s Day spending to reach $23.9 billion, up from $21.8 billion in 2021, and more than half of U.S. consumers plan to celebrate the holiday this year.

Apparel brands hope to nab some of those dollars with Valentine’s Day-themes apparel. Adidas and Beyoncé’s Ivy Park recently rolled out the Ivy Heart collection filled with red, a color associated with love and romance in the West and good fortune and joy in the East, the company noted.

The holiday is also one of several occasions that JCPenney’s new private label Hope & Wonder celebrates with graphic tees.