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American Eagle Launches New Campaign for Back-to-School Denim

American Eagle (AE) is taking back-to-school denim to the next level.

The teen jeans retailer launched its Ne(X)t Level Jeans campaign Thursday, showing how real AE customers express themselves in the brand’s jeans.

The campaign features 12 real customers in environments that reflect music and creativity. Each cast member shares individual stories and how they style the denim collection. The campaign also includes an inspirational “Make Moves” video and a digital content series that documents up-and-coming musicians.

The Ne(X)t Level Jeans collection offers stretch constructions including the “highest” waist jeggings for women, and skinny and slim straight fits for men. Washes span destroyed Crush Ice to clean Onyx Black. The collection is available now in stores and online.

Expectations for the new collection are high. AE achieved its 19th straight quarter of record jeans sales in Q1. At the time, AEO CEO Jay Schottenstein said the brand was “highly focused on developing the very best new fabrics, fits and styles to continue to be the leader in jeans.”

To support the collection, AE will introduce #AEJeans Made For You denim guide for men and women. The digital guide will highlight how its range of sizes are “made to move and make the customer feel their best.”

“Our fall campaign and back-to-school collection—featuring Ne(X)t Level jeans at the core—is setting standards for innovation, style, fit and quality,” said Chad Kessler, American Eagle global brand president. “This fall we are delivering a curated assortment of great fashion to inspire our customers to take what we make, and make it their own.”

AE will also host a nationwide T-shirt design contest this fall in partnership with Rock the Vote. Four customer designs will be produced and sold online and at select stores starting Sept. 21. One hundred percent of sales will benefit Rock the Vote.