AE is aiming to effect authenticity by putting the creative direction of its spring campaign in the hands of its customer, soliciting 10 Gen-Zers to style, direct and photograph the content

In order to maintain its authentic vibe and stay connected to its customers, American Eagle is tapping Gen Z promoters to advertise its spring collection. The campaign features 10 cast members from the demographic who were all discovered on social media.

AE left the group of Gen Z-ers to style, direct and photograph the entire project, aiming to integrate the authentic influence of its target market. The campaign will feature the cast in organic settings of their own choosing rather than sets, while all of their images will be from either their iPhones or disposable cameras, adding to the desired effect of naturalness. The campaign will be launched in-store and on American Eagle’s social media, and will also feature the stories and experiences from the cast members who worked on this project.

This focus on including Gen-Z consumers in its advertising strategies is part of #AExME, American Eagle’s broader mission to use real people in its ad campaigns and marketing materials instead of models. Chad Kessler, AE global brand president, comments, “As a brand, AE has been a pioneer in collaborating with today’s youth to support self-expression and prioritizing their individuality. 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.”

American Eagle

In order to maintain its authentic vibe and stay connected to its customers, American Eagle is tapping Gen Z promoters to advertise its spring collection. The campaign features 10 cast members from the demographic who were all discovered on social media.

AE left the group of Gen Z-ers to style, direct and photograph the entire project, aiming to integrate the authentic influence of its target market. The campaign will feature the cast in organic settings of their own choosing rather than sets, while all of their images will be from either their iPhones or disposable cameras, adding to the desired effect of naturalness. The campaign will be launched in-store and on American Eagle’s social media, and will also feature the stories and experiences from the cast members who worked on this project.