Features LA Lifestyle

Pacsun Dives Into Summer with Etoile Monogram Capsule Collection

Photo courtesy of Pacsun

This summer, Pacsun invites consumers on an epic escape through its all-new Pacsun Etoile Monogram Capsule Collection, which launched globally in April. The fully gender-fluid collection is inspired by the sand and sea of California’s coastline, embracing the retailer’s surfer roots.

 

With must-have styles perfect for any warm weather retreat, the Etoile Monogram Capsule is available in three core colors: sand, aqua and limone. It features a range of swimwear, woven tops, shorts and fleeces, as well as a variety of accessories, like hats, tote bags, backpacks and footwear slides for an all-encompassing summer ensemble. Additionally, Pacsun created its own monogram essentials, from surfboards and skateboards, to parasols, sling chairs and beach games, to equip consumers with everything they need for their own outdoor adventures.

Emma Chamberlain, friend of Pacsun, style icon and entrepreneur, stars in the campaign, making this her third collaboration with the brand. Chamberlain  slyly teased the capsule on Pacsun’s TikTok, while in “sport mode” during Pacsun’s Spring/Summer 2022 campaign shoot in Bora Bora earlier this year.

“At Pacsun, we are always seeking original ways to immerse our consumers in our collections, both in the physical and digital worlds,” said Brie Olson, president at Pacsun. “For this capsule, we offer more than a summer wardrobe, we provide all the necessities for a true getaway, while transforming our website and retail locations into getaway destinations.”

The apparel and accessories capsule is available now on pacsun.com and in all Pacsun stores, with select locations receiving the full collection inclusive of the lifestyle items. The Downtown Los Angeles and SoHo Flagships will feature larger takeovers throughout the full month of May with fun activities reminiscent of classic boardwalks like claw machines, raffles, photo booths, DJs and more. In-store elements, such as store windows, checkout desks, stairwells and more will be embellished with the monogram pattern, while Pacsun’s website, social media platforms and digital touchpoints will reflect the design.

The Etoile Monogram Capsule also made its way into the metaverse as Pacworld players will be able to dress their avatars in the capsule collection and incorporate themed fantasy items into their mall experiences, which will be part of Roblox’s new layered clothing feature.

To celebrate the launch, Pacsun hosted a livestream event with model and social media star Mathieu Simoneau, along with a TikTok takeover featuring Emma Chamberlain. Chamberlain will also appear on Pacsun’s Instagram Stories.