The community sourcing program PacSun’s second implementation will highlight festival-inspired styles through dedicated music videos.
PacSun has invited local emerging artists to shape its 2024 Festival Campaign and inspire the next generation with fashion and music.
Photography by Chad Martin
Initially introduced with its Spring/ Summer 2024 Campaign, the PacSun Collective has placed four young talents center stage to showcase their original music as the soundtrack of the brand’s latest campaign, authentically illustrating PacSun culture and consumers.
As part of this community-oriented approach, PacSun is recognizing young voices who genuinely represent the brand and providing a platform to amplify their art. The campaign fosters deeper connections with its consumers and further builds retail loyalty. It resonates with customers’ creativity and individuality by allowing them to influence the brand identity, campaigns, and product innovation.
In this special collaboration, select musical artists across different genres and styles worked closely with the PacSun in-house creative team to bring the capsule collection to life through their music. PacSun kicked off the Festival Campaign with a music video featuring Ronnie Watts‘ original song “Fast, Fast, Fast.” Styled in a curated festival look, the artist embodies the genuine spirit of the brand, empowering self-expression and unity. The captivating campaign video attracts new audiences that connect with the track, style and energy portrayed.
PacSun will debut additional music videos and content across all digital and social platforms this season, featuring PacSun Collective Artist Acoya‘s unreleased song “LoverBoi,” and more from Michael J. Woodward and Abrieel. Later this spring, they will all perform at PacSun’s flagship stores in Los Angeles and New York City, following in the footsteps of renowned musicians and previous PacSun partners like A$AP Rocky and Willow Smith. Performancing will be live-streamed on PacSun’s TikTok, exemplifying Pacsun’s commitment to engaging consumers both IRL and digitally.
“We’re thrilled to welcome new unique talent to the PacSun Collective,” said Addie Rintel, VP of Women’s Merchandising and Design at PacSun. “The Festival Campaign is a celebration of fashion and music, two powerful forms of self-expression that resonate with our consumers. Giving these artists the resources to amplify their creativity is so fulfilling and in turn, we’re able to authentically present real PacSun consumers in the campaign. We’re proud to uplift these important voices and inspire youth to express and pursue their passions.”
The festival campaign unveils a curated Festival Shop of women’s and men’s clothing, swimwear, shoes, and accessories just in time for Spring and Summer concerts. An assortment of trending PacSun swimwear, denim, band tees, dresses, skirts, and more provides endless outfit inspiration for festival season style.
PacSun is embracing lightweight layers and subtle pops of springtime pastels and incorporating retro silhouettes. There will also be curated trendy western capsules to help style the perfect look for StageCoach and country concerts.
CREDITS:
Photographer: Chad Martin @takingblame
Videographer: Rob C. Torres @robertctorres – Ashley Lynn Raymer @mpdgcreative
Creative Director: Calli Taormina @calli_taormina
Assistant Director: Sarah Sunderman @sarahsunderman
Production: Leslie Pham @leslie_pham
Stylist Assistant: Sydney Sixx Aguirre @sydneysixx
Social: Alyssa Caitlyn Ortiz @lysscaitlyn
PacSun
https://www.pacsun.com/ | @pacsun
PacSun inspires the next generation of youth, building community at the intersection of fashion, music, art and sport. Co-created in Los Angeles.
Photography by Chad Martin – @takingblame
All images courtesy of PacSun.
Tags: 2024, apparel, artists, campaign, clothing, collaborations, creativity, culture, denim, dresses, fashion, festivals, inspiration, lightweight, music, music and fashion, outfit, PacSun, pastels, retro style, Ronnie Watts, self-expression, singers, skirts, Spring/Summer, style, Summer, swimwear, talent, Top, unity, Western, YouTube
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