American Eagle has announced the launch of its #AExME Back to School (BTS) ’20 Campaign. For this campaign, American Eagle has cast young people with a passion for dance for its virtually-produced campaign inspired by TikTok. The campaign was directed, shot, and produced entirely through Zoom, as well as cellphone, polaroid, and camera film capture. There were virtual tutorials that would have typically happened in person, like hair and makeup. The cast shot all the content all in American Eagle attire.
 
“At AE, we are always looking to engage with our customers on how and where they are spending their time - TikTok has become increasingly important. Although back to school may look different this year, we know that our customers will continue to express themselves through music and dance and that social media will remain the #1 one way they interact. Technology, innovation, and social media offer AE an opportunity to connect our community with each other, and our brand, even if we aren’t physically together,” said Chad Kessler, American Eagle Global Brand President, in an American Eagle news release. “As the leader in jeans, AE continues to prioritize quality, fit, and comfort for the back to school season. The new campaign showcases the ultimate comfort and flexibility of our new Dream and AirFlex+ Athletic fits through the power of movement. We believe a great fitting pair of AE jeans is the perfect back to school style no matter where that is.”
 
The cast includes a diverse group of backgrounds in dance, with ballet, jazz, hip hop, tap, and contemporary. The people involved in the campaign include Donyea Martin, Hannah Hawkins, Irene Luna, Jevohn Gentry, Makayla London, Sumi Oshima, as well as Addison Rae. She has over 50 million TikTok followers and is the second-most followed person on the platform.
 
“I have been wearing American Eagle jeans for as long as I can remember, so being a part of the back to school campaign felt authentic to my real style,” said Addison Rae in the same American Eagle release. “AE understands what my generation wants, and I love how the brand empowers kids to express themselves, which, for me, is through music and dance.”
 
The new video focusing on dance shows the new jeans and how it allows the wearer to move freely. For girls, the “Dream fit offers booty-lifting, body-hugging, four-way stretch with endless holding power that never bags out,” while, for boys, “the AirFlex+ Athletic fit was designed in the highest level of stretch fabric for lightweight flexibility and comfort.”
 
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