Pacsun launches ‘Better in Baggy’ Fall campaign

Pacsun unveiled on Thursday its Fall campaign spotlighting the brand’s latest denim styles through the lens of the brand’s consumer community — The Pacsun Collective.

Dubbed ‘Better in Baggy’, the campaign follows a young group of friends through New York City and upstate New York, showcasing Pacsun’s newest baggy denim fits.

“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,” said Addie Rintel, vice president women’s merchandising and design at Pacsun. “It’s also really inspiring to see how The Pacsun Collective brought this creative vision to life.” 

Denim continues to be one of Pacsun’s most significant categories, with baggy denim emerging as a major sales driver. The brand has seen a dramatic shift towards baggy, loose, and wide-leg jeans, with these styles now accounting for more than 80% of Pacsun’s denim sales.

The Fall campaign also highlights the microtrend of embellished denim for women including new styles with bows, rhinestones, leopard print, and novelty patches.

“Denim is the cornerstone of the Pacsun brand,” said Richard Cox, vice president of Men’s merchandising and global partnerships at Pacsun. 

“The shift towards baggy and loose-fits shows a movement towards comfort and individuality in fashion. We’re not just launching a campaign, we’re creating styles and moments for our customers and connecting them to our brand in meaningful ways that they can relate to.” 

To further bring the campaign to life, Pacsun has partnered with Pinterest to create interactive store window displays, engaging audiences through digital and social marketing, as well as event collaborations. As part of the collaboration, Pacsun and Pinterest will host several influencers and content creators in the Hudson Valley for a full day of immersive activities. 

Pacsun will also host an exclusive in-store event at its Soho flagship to celebrate the campaign launch. Consumers are invited to stop by and experience the new collection firsthand.