American Eagle furthers #aexme platform celebrating real kids, self-expression and jeans

February 21, 2019 - Dubai, UAE

American Eagle announces the launch of its multifaceted Spring Campaign, building on the foundation of its #AExME brand platform, celebrating freedom, individuality and difference. The empowering campaign, which is UGC (User Generated Content) driven, sees the cameras turned over to the cast; bringing #AExME to life, through the brands continued collaboration with real kids, for its first ever, real-time campaign. 

A first of its kind campaign, with a collection shot and styled entirely by the cast; a unique group of real kids, each sharing their style and stories, through their selfies. The campaign is Photoshop-free, highlighting the company’s commitment to providing unretouched imagery, and further driving the brand’s core message of ‘real’. It’s real people, real style and real selfies. 

The brand, who have long championed inclusivity and diversity, will offer extended sizing across its tops and bottoms, embracing the uniqueness of all bodies and recognizing that no two people wear jeans the same way. Its inclusive assortment and True You Sizing (available up to a size 20 in women’s and waist 44 in men’s) shows how every single cut of its denim fits all body types. 

Denim trends for the season include: 90s inspired styles, vintage washes and shorts, of which key cuts for women include: the ‘Hi-Rise Tomgirl Bermuda’ and ‘Paperbag Button Front’ trousers. Not to mention the brands favorite, high-waisted fit, the ‘Mom’ short. 

For men’s, the collection draws from 90s nostalgia, with destroyed denim, graphic tees and preppy, plaid shirts, made for layering under looks. Athleisure also continues to be key with hoodies and joggers, crafted in ultra-soft fleece, offering maximum comfort and fit.  

For what’s next, head over to @americaneagleme, and check out the hashtag #AExME and #AEJeans on social, to follow along with the campaign cast and view our Spring collection.