American Eagle recruits diverse millennials for Fall 2017 campaign

By

Cassidy Mantor

Published
Jul 6, 2017

American Eagle's back to school campaign harnesses millennial influencers to tell their story of new fall denim styles for men and women.

The Fall 2017 campaign showcases 6 influencers including Halima Aden, Somali model and inclusivity activist, as well as vlogger Amanda Steele and rapper-actor Joey Bada$$. The influencers are filmed against the soundtrack of A Tribe Called Quest's "Can I Kick It?" explaining their personal style and preferences for how to wear American Eagle's new denim.

In a step towards inclusivity and transparency, American Eagle did not retouch the footage for the campaign. The brand made the decision in an effort to motivate and support its millennial consumer's independence and preference for authenticity.

The fall line is being called The New American Jean. The line includes five rises in the core women's style of jeggings. It also introduces destroyed washes to a relaxed jean and a style called the Mom Jean. Men's styles include an expanded black denim assortment and slimmed down fits.

Chad Kessler, American Eagle Outfitters Global Brand President said "We hope our jeans can inspire this generation to make their mark through creativity and self-expression."

The fall collection includes 15 women's styles and 11 men's. It is American Eagle's largest denim collection yet. The collection launches online and in American Eagle stores on July 8.