Denim brands and retailers are betting on baggy jeans for back-to-school season.
The lifestyle apparel retailer Pacsun unveiled “Better in Baggy,” a new campaign that highlights its fall jean assortment. The women’s collection spans high and low-rise baggy jeans, baggy boyfriend jeans and baggy cargo pants. For men, Pacsun delivers extreme baggy, baggy and baggy cargo fits.
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Baggy fits have been the focal point for many denim brands including Levi’s, Gap and Abercrombie. As denim continues to be one of Pacsun’s most significant categories, the retailer reports that baggy denim is emerging as a major sales driver. Baggy, loose, and wide-leg jeans now account for more than 80 percent of Pacsun’s denim sales.
“Denim is the cornerstone of the Pacsun brand,” said Richard Cox, VP of men’s merchandising and global partnerships at Pacsun. “The shift towards baggy and loose fits shows a movement towards comfort and individuality in fashion. We’re not just launching a campaign, we’re creating styles and moments for our customers and connecting them to our brand in meaningful ways that they can relate to.”
Washes span medium indigo to green-tinted indigo and overdyed brown. The women’s line also includes denim embellished with bows, rhinestones, novelty patches and leopard print. Animal prints have been staging a comeback, thanks in part to runway collections, Ganni’s expansive leopard line and viral TikTok trends. Retail intelligence platform Trendalytics reported recently that leopard denim has already seen a 2,950 percent increase in searches.
Pacsun
“This season, we’re introducing a larger collection of novelty embellished denim, due to overwhelming demand for those styles from our community. These pieces are designed to empower our customers to express themselves through style, especially as they head back to school,” said Addie Rintel, VP women’s merchandising and design at Pacsun.
Rintel added that the campaign is a “celebration of self-expression and individuality.” Featuring models sourced from the Pacsun Collective, a group of creatives and content creators the brand works with on campaigns and storytelling, the campaign follows a stylish young group of friends’ in New York City and upstate New York.
Pacsun’s Casey low-rise baggy
To further bring the campaign to life, Pacsun has partnered with Pinterest to create interactive store window displays, and engage audiences through digital and social marketing, as well as event collaborations.
Additionally, Pacsun and Pinterest will host several influencers and content creators in the scenic Hudson Valley for a full day of immersive activities. The partnership enables Pacsun to leverage Pinterest’s visual platform to inspire and engage its audience, integrating shoppable content and making it easier for customers to discover the latest styles directly from their Pinterest feed.
Hollister’s back-to-school campaign, shot in Round Top, Texas, also spotlights baggy and loose-fitting jeans. Low-rise baggy and super baggy jeans are introduced as a big moment for both the men’s and women’s collections.
Hollister
The women’s line balances low-rise baggy jeans in light, medium and dark indigo and washed black with coquette-themed tees, off-the-shoulder lace-trimmed tops and babydoll tops.
In addition to wide-leg jeans, utility pants and boxy fit tops are also focuses for the men’s collection. Hollister introduces more vintage graphic tees to the collection for the fall season, which include partnerships with collegiate sports teams and F1 Racing.
