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Denim Retailers Mold Their Spring Campaigns for Gen Z

From new denim constructions, weights and washes to the steps global mills are taking to reduce impact, Rivet's SS23 In Season Look Book: Denim & Trims has everything you need to know for a successful denim season.

There may be fewer trips to the mall, but teen denim speciality retailers are reaching their tech-driven, conscious consumer base through new spring campaigns and initiatives.

American Eagle

American Eagle (AE) puts denim back in the spotlight in its Spring 2021 campaign, “Jeans Are Forever.”

The campaign is headlined by Chase Stokes and Madison Bailey, actors starring in the Netflix teen drama series “Outer Banks.” Both are credited as photographers for the campaign as well, each taking a seat behind the lens and capturing the other outfitted in American Eagle jeans.

The brand also debuted the AE x Snapchat AR Jeans Guide, which allows Snapchat users to virtually twist or turn a pair of jeans and learn about specific fits, washes and unique details, as well as get styling tips and click to purchase.

American Eagle’s spring denim range centers on comfort and sustainability. Mom jeans, jean jackets, denim shorts and new fits, including flares and denim joggers, are key pieces for women. For men, the brand emphasizes the soft hand feel of its Airflex+ line of jeans.

There may be fewer trips to the mall, but teen denim speciality retailers are reaching their tech-driven, conscious consumer base through new spring campaigns and initiatives.
“Jeans Are Forever” campaign Courtesy

All Mom jeans and Airflex+ jeans in the collection have the Real Good badge, which means they are made with the environment in mind and are manufactured in a facility that meets the brand’s standards for water recycling and reduction.

“Great jeans are always in style, and our American Eagle product teams are focused on the continuous development of new fabrics, fits and washes to provide quality and comfort—delivering the best in jeans innovation,” said Jennifer Foyle, AEO Inc. chief creative officer and Aerie global brand president.

Aéropostale

Aéropostale recently launched a suicide prevention campaign that bolsters discussions about emotional health. The retailer is partnering with The Jed Foundation (JED), an organization that works with high schools and colleges to strengthen young people’s mental health.

Together, Aéropostale and JED will lead conversations, offer self-care and coping tools, provide resources for getting help, and highlight the real-life experiences of brand ambassadors. Consumers can follow the conversation online using the hashtag #AeroxJED.

Throughout the partnership, customers are invited to donate to The Jed Foundation at any Aéropostale store by rounding up their purchase to the nearest dollar or contributing an amount of their choice.

Gap

As part of its newly launched Generation Good campaign, Gap recently debuted an advert starring teen activists who support gender equity, climate justice, racial equality and anti-bullying platforms.

The campaign stars: transgender youth activist Rebekah Bruesehoff; clean-water activist and philanthropist Mari Copeny;  anti-bullying activist and speaker Nandi Hildebrand;  equality activist and founder of Project I Am Jahkil Jackson; gender equality and climate justice activist, co-founder of Dream Equal and OneUpAction Ina Bhoopalam and more.

In the campaign, the teens sport Gap’s latest tie-dye sweats, denim jackets and jeans.