Runway model Matthew Simoneau stars in Pacsun's campaign for Summer 2022.
by John Russel Jones

Pacsun‘s New York City flagship tried on a whole new look for Summer 2022, showcasing the brand’s newly released Etoile Monogram Capsule pattern.

The capsule is a fully gender-fluid collection, inspired by the sand and sea of California’s coastline. It includes apparel (including children’s) and lifestyle items in aqua, sand, and limone colorways. Men’s styles include camp shirts, swim trunks, and hoodies.

Dave Kotinsky Getty Images for Pacsun (PRNewsfoto/Pacsun)

The SoHo store takeover comes after Pacsun made a splash through the figurative flooding of its storefront with a spectacular augmented reality video display produced by Misato Studio.

To kick off IRL activities for consumers and guests, Pacsun hosted a livestream with runway model and content creator, Mathieu Simoneau, who gave a preview of the collection, store displays, and decor. Simoneau also stars in the campaign with style icon and entrepreneur Emma Chamberlain. Throughout the month of May, store-goers can enjoy boardwalk-like entertainment, including branded claw machines and more.

Along with the physical store components, the first-ever monogram takeover can be seen now on Pacsun’s social media, as well as in the metaverse on PACWORLD with 3-D layered clothing launching this week and its newest rollout of the NFT series Pac Mall Rats.

“At Pacsun, we’re always finding creative ways to interact with our consumers, keeping in mind how much they value both their physical and virtual identities,” said Brieane Olson, president of Pacsun. “With our first-ever Etoile Monogram Capsule, we wanted to authentically engage our consumers and immerse them in the collection through different digital and physical touchpoints, showcasing the true intersection of fashion, technology, lifestyle, and community.”