Pacsun released its 2022 spring campaign featuring Emma Chamberlain, with the theme around the future and the dream of escapism.
Along with a pictorial, the campaign includes augmented reality and virtual experiences via the campaign video across all social channels and ecommerce, store windows, Pacsun.com, and the launch of their very first video game.
“We are delighted to partner with Emma Chamberlain for the second time,” said Brie Olson, president at Pacsun. “She is such an authentic voice and style icon for our youth community, and we are thrilled to continue our journey together as Pacsun steps further into the Metaverse.”
The efforts solidify Pacsun’s mission to be ahead of the industry by tapping into technology to reach Gen Z; It was among the first fashion brands to accept cryptocurrency via BitPay, introduce a capsule catalog on Roblox and produce its first series of NFTs via an auction on Open Sea.
Pacsun also directed a virtually reality experience featuring Chamberlain as her own personal avatar, which releases Feb. 17, as well as a video game and companion live shopping event via TikTok.
“I just did not expect AR to just thrive in the fashion world like it has, and it’s crazy because it happened so fast but yet it’s so genius in so many ways. AR can literally do anything that a human can’t do, so there is just even more room for creativity that there wasn’t before. It’s cool that Pacsun is evolving with the culture, better than I am, and it is fun to be part of that evolution,” said Chamberlain. “This turning into a video game is very exciting to me because in the beginning of quarantine I had a little video game phase that was just so out of character for me, but I am now like a video game girl,” continued Chamberlain.