Pacsun announced its 2021 Spring Brand Campaign, inspired by the idea of self-reflection and setting intentions for the coming year, featuring YouTuber and fashion icon Emma Chamberlain. The campaign is set in an ethereal dreamscape, where a diverse cast of young people explore an optimistic vision of the future. Drawing inspiration from nature, music and local artists, the campaign was created by Pacsun’s L.A.-based design and merchant teams.
“Emma Chamberlain is one of the most authentic and influential voices in fashion of her generation,” said Brie Olson, chief brand officer for Pacsun. “Our Spring 2021 campaign is inspired by the idea of bringing our self-reflections of the past year into an optimistic lens for the future, so as a talent who is so deeply connected to her audience, Emma was the perfect choice to collaborate with. She also grew up shopping at Pacsun, so it feels natural to have her as part of our brand family.”
Pacsun is encouraging customers to join in on this self-reflection journey by asking them to take mirror photos and write realizations about themselves, the world and intentions for 2021 to share on social media as part of the #InMyPac Spring Campaign. This concept will further be amplified in all of the retailers’ 400 stores via window displays, in dressing rooms and on Pacsun social media with a VR lens launching on Snapchat in March.
“I’m just ready to really go into 2021 strong,” said Chamberlain. “I feel like the biggest thing I’m trying to do is just be easier on myself in general and not be as judgmental of myself and be forgiving of myself. I think that I spent a lot of time analyzing myself last year, so this year, I want to kind of let go of that a little bit.”
Pacsun cast additional young influencers and models to join Chamberlain in the campaign, all of whom have been candid about their mental health, including Charlotte D’Alessio, Bryce Anderson, Herzen Clerge, Mathieu Simoneau, Sydney Graham and Nara Aziza. Chamberlain will also participate in an upcoming episode of Pacsun’s weekly Instagram Live and IGTV series PacTalks on April 16, where she will discuss her experience with mental health timed to National Stress Awareness Day. PacTalks is part of PacCares, a philanthropic initiative created by Pacsun, which is dedicated to the health and well-being of young people.
“I grew up wearing Pacsun,” Chamberlain added. “I love the brands that they put all in one place. I would go in there to find what was cool at the time, and it is still the perfect spot for finding what’s cool right now. The prices are affordable, the sizing is inclusive, it’s just been here [in my heart] for a really long time.”
