American Eagle will debut its most innovative assortment of jeans to date, with the launch of the Curvy and AirFlex fits within its jean's assortment.

"American Eagle is the authority in jeans innovation, quality, fit and value, and we are excited to launch even more fit offering. AE is unleashing the power of inclusivity, and we’re throwing a party this back-to school-season for everybody,” commented Chad Kessler, American Eagle Global Brand President.

Campaign:

The campaign, which stays true to the brands #AExME platform, celebrating freedom, inclusion, empowerment and difference, is set in a gymnasium and shot by the New York based photographer, Mayan Toledano. It highlights the fit and flexibility of the new Curvy and AirFlex collections with a group of real dancers throwing the ultimate party.

The campaign video, shot by the French cinematographer Mathieu Plainfossé, features a cast of Gen Z creatives expressing themselves through dance, to a live performance by Lil Wayne, rapping his hit single ‘Uproar’.

Innovation in Jeans

·         American Eagle's new collection delivers an unrivaled assortment of jeans designed to give customers fresh and innovative fits and styles. The newly launched Curvy jean collection, focuses on shape, providing more space through the thigh and hip, to hug curves and eliminate waistband gap, with the new hip-to-waist ratio.

·         Offering the latest innovation in stretch technology, AirFlex utilizes air in the yarn spinning to make the fabric softer; providing an authentic denim look, with the flexibility and comfort you would have to feel to believe.

Dedicated to offering customers the best fitting jeans, the women’s collection ranges sizes from 00 to 20 and from 28 to 44 for men.

Source: BPG Group

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