American Eagle has hit the ground running with their latest body diverse jeans campaign.
Targeting youth culture and celebrating freedom, individuality and difference, the brand’s latest multifaceted Ne(X)t Level Jeans Campaign, which is an extension of their #AExME brand platform, is one that really grabs your attention and doesn’t let go.
First up in the campaign… their #AEJeans Made For You, True You Sizing images.
We spy size 18 model Maxey Greene along with other women of varying shapes, sizes and heights. YES!!!! Maxey has been kicking down the size exclusion door in the modeling industry lately, showing that models above a size 14 have a place in not just the plus size fashion world, but the mainstream modeling industry, too.
We also spotted big and tall model and influencer Thaddeus Coates in the image showing men of varying shapes, sizes and heights.
AE’s new denim is now available in Short, Regular and Long in sizes 00-20 + Extra Short in 00-14 and Extra Long in sizes 0-14 for women. For men: Waist sizes 26-44 and lengths 28-36.
We love that AE is not afraid to show different bodies, especially over a size 14.
Now, let’s talk about the video they launched.
With Kendrick Lamar’s DNA acting as the music backdrop, AE also launched a video called “Make Moves“, which was shot across the U.S. by French cinematographer, Mathieu Plainfosse, showing real customers expressing how they move through daily life in AE Ne(X)t Level jeans.
The brand says that “the freedom to move in your jeans without compromising style, or self” is the theme of this video. That freedom and unapologetic vibe is further solidified by the diverse cast of people from different backgrounds, genders and sizes.
The plus size woman dancing on stage and doing a split gave us LIFE (check her out at 0:12 and then at 0:54). Check it out below or here.
What’s next in this campaign? According to the press release:
- #AExME: Featuring 12 real customers, including an AE store associate, photographed in spaces that reflect music and creativity, in the Nashville and Detroit areas. Each person shares their individual stories and style in the back-to-school collection.
- #AExME Artists: AE has teamed up with Universal Music Group and Brands (UMGB), to feature a select group of some of today’s hottest emerging acts such as Bea Miller, Bibi Bourelly, Jade Bird, Lewis Capaldi, and Trinidad Cardona. “A digital content series will document each artist’s journey giving viewers insight into their musical aspirations. Each artist will be integrated into the campaign wearing AE jeans.“
- Rock the Vote T-Shirt Design Contest: Continuing their partnership with Rock The Vote, AE launched a nationwide t-shirt design contest where customers were asked to express how they drive change through art. Four customer designs will be produced and sold online and at select stores starting September 21. 100% of sales will benefit Rock the Vote.
Kudos to AE for not only creating a campaign that celebrates one’s physical and personal differences but also celebrating and empowering the youth to be true to themselves and be creative and of course, VOTE! We can’t wait to see more.
And I’m still holding out hope that AE will expand its sizing even further, past a 20. Size 28 please!
What do you think of this new jeans campaign from American Eagle? Follow us on social media @plusmodelmag and let us know!