School just ended in parts of the U.S., but American Eagle (AE) is already preparing for the back-to-school season.
The teen denim specialty retailer launched last week an exclusive collaboration with the Amazon Prime Video series “The Summer I Turned Pretty,” the coming-of-age drama based on the book written by Jenny Han.
The partnership, which arrives ahead of the season two premiere on July 14, includes an apparel collection inspired by the show’s beach setting and a social media campaign featuring stars Christopher Briney, Gavin Casalegno and Lola Tung.
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“American Eagle has been a favorite back-to-school destination for decades,” said Jennifer Foyle, American Eagle and Aerie president and executive creative director. “This year we are very excited to deliver a collection inspired by the laid back spirit and carefree vibes of ‘The Summer I Turned Pretty’ and the unmistakable style of the cast.”
The collection is available now in American Eagle stores and on the retailer’s website. Fans will also find it on Amazon and in season two episodes. Items will be shoppable via Prime Video’s X-Ray, a feature that provides details about the cast, trivia and links to products seen on screen. The “see now, buy now” feature has been used for Prime Video series like “Making the Cut“, Daisy Jones & the Six, Wonder Woman 1984 and Savage x Fenty fashion shows.
“AE continues to be at the forefront of youth culture, so we are thrilled to announce a Prime Video collaboration that offers a new, unique shopping experience, allowing us to connect with our customers’ diverse interests and lifestyles,” Folye said.
The collection offers men’s cargo and relaxed straight jeans, khaki and cargo shorts, T-shirts and polos. The women’s line includes jean shorts, a denim maxi skirt, baggy wide-leg jeans, a denim tube top, a lace trim camisole and a seamless cropped tee.
“Summer fashion plays such a big role in ‘The Summer I Turned Pretty’ and we couldn’t be more excited to collaborate with American Eagle to create a collection inspired by the show,” said Jamie Kampel, Amazon Studios head of licensing and merchandising. “The brand alignment here is spot on and we know fans of the show love AE.”
