Dive Brief:
- Pacsun introduced its 2024 Festival Campaign featuring emerging music artists to highlight its spring-summer 2024 collection, the youth clothing brand announced Thursday. The brand tapped Pacsun Collective members Ronnie Watts, Acoya, Michael J. Woodward and Abrieel to participate in the campaign.
- The company launched the campaign with a music video featuring Watts’ original song, “Fast, Fast, Fast,” and will introduce more music videos from the other three artists. The artists will perform at Pacsun’s flagship stores in Los Angeles and New York City later this year, and the company will livestream the performances on TikTok.
- The campaign includes a curated Festival Shop, which features a variety of men’s and women’s clothing, swimwear, shoes and accessories aimed at festival season. Pacsun will also curate western capsules tailored to StageCoach and other country concerts, per the press release.
Dive Insight:
With the help of new artists, Pacsun will promote its selection of band T-shirts, skirts, dresses, swimwear, denim and other items for festival season.
“The Festival Campaign is a celebration of fashion and music, two powerful forms of self-expression that resonate with our consumers,” Addie Rintel, vice president of women’s merchandising and design at Pacsun, said in a statement. “Giving these artists the resources to amplify their creativity is so fulfilling and in turn, we’re able to authentically present real Pacsun consumers in the campaign. We’re proud to uplift these important voices and inspire youth to express and pursue their passions.”
To craft the campaign for its Festival collection, Pacsun drew on expertise from the Pacsun Collective, a group of photographers, videographers, stylists, designers, musicians, digital artists and content creators that help the brand shape its merchandise and campaigns. The company announced the creation of the group earlier this year and the Festival Campaign is the program’s second implementation.
Similarly, Claire’s this year launched The Collab, an influencer platform centered on Gen Z and Gen Alpha brand ambassadors from diverse backgrounds. The group provides input on the company’s creative strategy, including its communications, activations and content.
Pacsun is also using its physical stores to attract shoppers. Last July, Pacsun opened its first stand-alone Pac1980 store at the Mall of America in Bloomington, Minnesota, which features only activewear items like skirts, leggings, tops and onesies.
