Real Gen-Z Customers Direct, Style and Photograph Spring Campaign to
Launch New Creative Direction
NEW YORK--(BUSINESS WIRE)--
American Eagle Outfitters, Inc. (NYSE:AEO) announces that its American
Eagle brand is debuting an innovative and first-of-its-kind marketing
concept by placing the creative direction in the hands of the customer.
With a focus on AE’s commitment to provide its community with a platform
for self-expression and empowerment, the spring #AExME campaign was
photographed, styled and creatively directed by ten real and authentic
Gen-Z cast members.
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#AExME Spring '19 Campaign Cast Members, Mariana Villarroel Lua and Andy Villarroel Lua Photo Credit: Mariana Villarroel Lua and Andy Villarroel Lua
“As a brand, AE has been a pioneer in collaborating with today’s youth
to support self-expression and prioritizing their individuality,”
commented Chad Kessler, American Eagle Global Brand President.
“This spring, AE is amplifying the voices of our customers by joining
forces with a group of inspiring Gen-Zers to help encourage others to
share their unique style through our spring collection and Ne(X)t Level
Jeans.”
The New #AExME Campaign Concept at a Glance:
-
All cast members were discovered solely through social media, which is
a key avenue for youth expression.
-
No exotic location or contrived set was used in the campaign, rather
the cast is seen in their own personal environments to showcase the
endless possibilities in which the AE community can define their
individual style.
-
Instead of enlisting professional photographers and stylists,
creativity was taken to the next level through the cast photographing
themselves in a series of self-portrait images shot entirely with
iPhones and disposable and medium format film cameras.
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The AE community can see the campaign come to life across AE’s social
media, Google Preferred videos, and via in-store imagery.
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Having a platform to amplify their voices, the cast will share their
unique stories, passions, diversity and interests with AE fans online
and through @americaneagle
social channels.
What Makes The #AExME Cast Unique:
-
Brinda,
is a creator and is on a journey of expressing herself and telling her
story via art.
-
Deaunte,
is a photographer and visual artist who is passionate about defining
what it means to be a young person growing up in an increasingly
confusing world.
-
Thor,
from music, to film, to photography, he won't let you define him.
-
Antonio,
aspires to be a force to be reckoned with in the fashion industry.
-
Cailee,
isn't afraid to look past the opinions of others to remain true to
herself.
-
Tony
,
believes that there is one answer to a better world: more love.
-
Mariana
,
doesn't shy away from pushing her own limits and discovering who she
is in the form of music and her passions.
-
Andy
,
aims to change the world by focusing on happiness and positivity in
her photography.
-
Clare,
is going with the flow and discovering new passions when it comes to
her photography and music.
-
Daevin
,
is on a mission to spread positive energy through his pictures and
interactions on social media.
About #AExME:
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#AExME is American Eagle’s brand platform, which celebrates freedom,
inclusion, empowerment and difference.
-
The brand’s commitment to individuality encourages customers to
express who they truly are by taking the AE merchandise collection and
making it their own.
-
The brand introduced #AExME as a pledge to forgo using models and
feature only real customers styling themselves in its marketing.
-
Follow along with #AExME on social, and www.ae.com/aexme
to shop the spring collection.
About American Eagle
Since 1977, American Eagle has offered an assortment of specialty
apparel and accessories for men and women that enables self-expression
and empowers our customers to celebrate their individuality. The brand
has broadened its leadership in jeans by producing innovative fabric
with options for all styles and fits for all at a value. We aren’t just
passionate about making great clothing, we’re passionate about making
real connections with the people who wear them. Visit www.ae.com
to find your perfect pair of #AEJeans.
About American Eagle Outfitters, Inc.
American Eagle Outfitters, Inc. (NYSE: AEO) is a leading global
specialty retailer offering high-quality, on-trend clothing, accessories
and personal care products at affordable prices under its American
Eagle® and Aerie® brands. The company operates more than 1,000 stores in
the United States, Canada, Mexico, China and Hong Kong, and ships to 81
countries worldwide through its websites. American Eagle and Aerie
merchandise also is available at more than 200 international locations
operated by licensees in 25 countries. For more information, please
visit www.aeo-inc.com.
View source version on businesswire.com:
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Matthew Owens
SHADOW
Phone: 212.972.0277
Email: Matthew@weareshadow.com
Source: American Eagle Outfitters, Inc.