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Pacsun releases spring collection with aid from Gen Z influencers

Pacsun Collective spring/summer 2024 campaign
The Pacsun Collective participated in the retailer's new seasonal promotion.

Pacsun is timing the introduction of a new group of creative advisors to coincide with its spring/summer 2024 campaign.

The teen apparel and accessories retailer is launching the Pacsun Collective, a community of Gen Z content creators, photographers, videographers, stylists, designers, musicians, and digital artists that will take part in its creative process and help shape future campaigns and merchandise. 

The move begins with the unveiling of Pacsun's spring/ summer 2024 campaign, which was co-created with the brand's in-house creative team and a curated selection of community influencers, shot in Pacsun's home state of California.

The collective members, hand-picked by Pacsun, assisted creating campaign elements such as photography, as well as behind-the-scenes and social media content. The spring/ summer 2024 collection is available online, with a majority of the collection readily available at Pacsun retail locations nationwide.

"With the Pacsun Collective, we have the opportunity to truly co-create and community source the future stages of the brand,” said Brie Olson, Pacsun CEO. “We are excited to see what we can build with the diverse talents and voices that make up our incredible community. 

Pacsun is building on youth- and social media-focused efforts that were part of its spring 2023 campaign. Those included utilizing select content captured on iPhone through an unfiltered lens and enabling consumers to share images from their own camera rolls for a chance to be featured on Pacsun’s social media pages.

In addition, the 2023 campaign featured a dedicated Instagram filter that mirrored the camera roll theme, and the company also released layered clothing in its virtual shopping environment on the Roblox immersive gaming platform later in February, enabling customers to purchase pieces in both “real life” and the metaverse.

Claire’s teams up with young ‘Gen Zalpha’ influencers

Fellow youth-oriented retailer Claire’s Holdings LLC is also turning to social media celebrities for a new branding initiative. The specialty jewelry and accessories brand, which focuses on what it calls "Gen Zalpha" customers (Gen Z and Gen Alpha tweens and teens), is launching a new brand platform known as “The Collab.” 

The platform is designed to enable Claire’s customers and global young consumers to provide content and engage in social dialogue. The Collab will launch with a select group of Gen Zalpha influencers for spring and add more influencers throughout the year. 

These influencers will advise Claire’s in its creative direction across content, communications and activations, including in-store experiences. They will also participate in activities such as styling shoots and hosting events.

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