Youth fashion brand Pacsun’s spring–summer 2022 campaign, featuring vlogger and influencer Emma Chamberlain, is one that’s tailored for the medium which made the 20-year-old famous.
Chamberlain had worked with Pacsun before, and her 11·3 million subscribers on YouTube, as well as followers on other platforms, make for an appealing audience.
The new campaign features augmented reality and virtual experiences through its video, streamed across social channels, e-commerce, store windows, Pacsun’s website, and its first video game.
Chamberlain appears in avatar form for a Pacsun virtual reality experience, launching February 17, showcasing its spring–summer 2022 looks.
The video game, Pacsun the Game, is now available at its app store. A player searches underwater worlds, unlocking levels and rewarded with pieces to build virtual closets.
‘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,’ said Chamberlain. ‘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.’
‘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,’ said Pacsun president Brie Olson.
Pacsun says it was the first fashion brand to accept Bitpay, and recently débuted its first NFTs.
Others joining Chamberlain on the campaign are Tyler Blue Golden, Edie Rose, Babette, Mathieu Simoneau, William Franklin Miller, Tade, and Jacob.