American Eagle launches back-to-school campaign with Snapchat and Bitmoji

By

Jennifer Braun

Published
Jul 29, 2021

American Eagle announced on Wednesday the launch of the brand’s back-to-school campaign created with the aim to inspire people to show off new styles, as they head back into the world together.

Dubbed the ‘Future Together. Jeans Forever’ campaign, it includes actors Caleb McLaughlin and Jenna Ortega who join American Eagle’s current headliners Addison Rae, Chase Stokes and Madison Bailey, as it showcases new fashion trends with an emphasis on denim and its other fashion assortment. 

The campaign will roll out with the brand’s partners Snapchat and Bitmoji, which offer an innovative shopping experience that connect with customers through augmented reality and digital expression.

With Snapchat, it launches the 'Dress Yourself' augmented reality experience — a first-of-its-kind experience, where users can try on and shop selected looks from the AE back-to-school collection in augmented reality using the self-facing camera.

Together with Bitmoji, American Eagle is also introducing its first-ever digital clothing line with the help of its back-to-school cast. Users worldwide can check out Addison, Chase, Caleb, Jenna and Madison’s individual Bitmoji avatars, outfitted in campaign looks, and dress their own Bitmoji in the AE x Bitmoji Collection on Snapchat and the Bitmoji app.

“As we celebrate the excitement of being back together, American Eagle’s ‘Future Together. Jeans Forever’ campaign symbolizes the brand’s continued mission to inspire positivity and support our customer’s freedom to be their truly unique self,” said Jennifer Foyle, president and executive creative director, American Eagle & Aerie. 

“We cannot wait to share our new denim styles—like high-waisted flare and baggy mom jeans for her, and the continual comfort and flexibility of athletic and airflex for him—plus we have an amazing assortment of hoodies, baby polo tees, and flannels for versatile outfitting. This season, we are inspired by the optimism of young people as they head back to school and use their hallways as fashion runways.”