Can PacSun and Pinterest Bank on a Retro Fashion Trend?

In the ever-evolving landscape of retail fashion, PacSun is taking a bold step with its latest fall campaign, “Better in Baggy,” which spotlights the resurgence of baggy denim and all oversized clothes. This campaign not only reflects current trends but also underscores PacSun’s commitment to celebrating individuality and self-expression through fashion.

According to Glossy, baggy oversized jeans accounted for about 8% of PacSun’s denim sales in 2023. This year, they have shot up to 80% of the company’s denim sales.

PacSun’s vice president of women’s merchandising and design, Addie Rintel, explained that the company has been “watching the meteoric rise of baggy denim with great intent,” and as a result, it decided to launch the “Better in Baggy” campaign.

In the announcement, Richard Cox, vice president of men’s merchandising and global partnerships at PacSun, said, “Denim is the cornerstone of the PacSun brand. 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.”

Delving Into PacSun’s Fall Campaign

Rintel highlighted the fall campaign as a platform for creativity and self-expression. The collection features an array of novelty embellished denim styles, including bows, rhinestones, and patches, designed to empower customers during the back-to-school season.

The focus on baggy denim has been profound for PacSun. This trend mirrors a broader cultural shift toward relaxed fits and personalized style preferences among younger demographics.

Although it may be difficult to 100% accurately pinpoint the origins of baggy clothes and denim, many credit the 1990s as the birth of the baggy clothes era.

Furthermore, many are wondering when the baggy style began to see a resurgence, and some users on Reddit are tracing it back to just last year, while others say it’s been back for longer.

Innovative Partnerships and Interactive Experiences

To “bring the campaign to life,” per the announcement, PacSun has partnered with Pinterest for interactive store displays and dynamic marketing campaigns. This collaboration extends across events and social media, leveraging Pinterest’s platform to enhance customer engagement and generate buzz around the new collection.

Additionally, PacSun has curated exclusive events, such as an influencer gathering in Upstate New York and an interactive showcase at its Soho flagship store. These initiatives not only showcase the latest collection but also invite consumers to participate in creative activities, enriching the overall brand experience.

The PacSun Collective: Empowering Community Collaboration

Earlier this year, PacSun launched “The PacSun Collective,” an initiative inviting content creators, designers, and musicians to co-create future campaigns and merchandise. This collaborative approach began with the Spring/Summer 2024 campaign, integrating community voices into PacSun’s brand strategy.

Brie Olson, CEO of PacSun, underscored the Collective’s role in fostering a collaborative environment where diverse talents shape the brand’s direction. This inclusive strategy resonates with PacSun’s commitment to creativity and inclusivity, strengthening its bond with a dynamic community of customers.

Rintel told Glossy that in the fast-paced fashion industry “where trends change so rapidly,” abandoning current strategies to chase new trends may not always yield the best outcomes. She emphasized the challenge of distinguishing between fleeting fads and enduring trends, highlighting the risk of investing in trends that may quickly fade.

To navigate this complexity, PacSun has strengthened its collaboration with Pinterest, recognizing the platform’s resurgence in recent years. With Pinterest surpassing 500 million monthly active users, Rintel noted a significant uptick in engagement, particularly among Gen Z shoppers who are pivotal in driving the popularity of baggy jeans. She highlighted that over 30% of Pinterest’s growth in the past year has been attributed to this demographic, underscoring its influence on fashion trends.