PacSun and Pinterest Collaborate To Bring Back Baggy Fashion

PacSun has launched its “Better in Baggy” Fall campaign, highlighting the latest trends in denim with a focus on baggy fits. The campaign, which kicks off the back-to-school season, features The PacSun Collective — a group of young influencers and community members documenting their journey across New York, from the city streets to the upstate parts of the city.

“Our Fall campaign is a celebration of self-expression and individuality. This season, we’re introducing a larger collection of novelty embellished denim, due to overwhelming demand for those styles from our community. These pieces are designed to empower our customers to express themselves through style, especially as they head back to school. It’s also really inspiring to see how The PacSun Collective brought this creative vision to life.”

Addie Rintel, Vice President of Women’s Merchandising & Design at PacSun, via PR Newswire

The campaign emphasizes PacSun’s commitment to self-expression through fashion, showcasing a range of novelty embellished denim styles, including bows, rhinestones, and patches. PacSun has seen a significant shift toward baggy denim, which now constitutes over 80% of its denim sales.

Furthermore, PacSun has partnered with Pinterest for interactive store displays and marketing through events and social media, with an exclusive influencer event in Upstate New York. The campaign will also include an in-store event at PacSun’s Soho flagship, where consumers can experience the new collection and participate in different creative activities.

PacSun launched “The PacSun Collective,” earlier this year. This program invited content creators, designers, musicians, and other creatives to help shape PacSun’s future campaigns and merchandise. The initiative began with the Spring/Summer 2024 campaign, which featured seasonal essentials like baggy denim and graphic tees, and included contributions from selected community members. The PacSun Collective aimed to integrate young creatives into future campaigns, store displays, and social media content, fostering a collaborative environment between the brand and its community.

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

Brie Olson, PacSun CEO via PR Newswire