Pacsun has unveiled its summer 2021 campaign, which embraces the current spirit of gender-free fashion.
The youth retailer’s new campaign features a focus on self-reflection and setting intentions, and stars influential YouTuber Emma Chamberlain, along with a diverse cast of young people, including Bryce Anderson, Nara Aziza, Herzen Clerge, Charlotte D’Alessio, Sydney Graham, and Mathieu Simoneau.
“We curated and styled our own looks for the Pacsun shoot, and I found myself really gravitating to the gender-free selection,” said Chamberlain. “I’ve been feeling the same way at home, building looks from unisex pieces that I can change up with accessories based on how I am feeling.”
“I took part in this campaign not because it was based around the idea of gender-free clothing, but for the reason that I used to go into Pacsun as a kid for school clothes and was always a bit timid of what I really wanted to wear,” added Anderson. “Participating was a message to my past self and kids today that brands are evolving just as you do during your youth- and with space to evolve in your identity such as clothes, it’s a healthier growth.”
“We let the cast of our campaign choose their own clothing and how they wanted to style themselves, and they were really drawn to the gender-free pieces,” said Brie Olson, chief brand officer for Pacsun. “Everything that we do at Pacsun is built on youth culture, so we love to let our young community really lead the style conversation and reflect how they want to express themselves and what they feel comfortable wearing.”
The new styles align with Pacsun creative vision around gender-free fashion, a category introduced by the brand in September 2020. “The campaign was really about shining a light on the future – featuring our gender-free line. We wanted to bring creative people together and create something for the youth, really inspired by everyone that makes up the Pacsun family,” said Calli Perez, creative director at Pacsun.
Pacsun said it will continue to embrace this inclusive mindset going forward across all initiatives, including a gender-free scholarship program with the Fashion Scholarship Fund and a new Pacsun gender-free, eco-fashion line called Colour Theory, a range of cotton-based, eco-friendly relaxed staples, ranging from sweatpants to hoodies slated to drop this summer.