Pacsun is rolling out IRL and digital initiatives to showcase its new denim assortment.
The California lifestyle brand unveiled a Fall 2025 campaign that puts denim at the center of everyday life, celebrating the timeless ritual of getting dressed. Titled “Denim Days,” the campaign highlights how jeans seamlessly fit into every part of Gen Z’s lifestyle—from going to school to hanging out with friends—capturing the spirit of individuality and effortless style.
Pacsun shot the campaign inside a nostalgic shopping mall, at a time when the retailer says Gen Z is “rediscovering mall culture as a shopping destination and as a social and creative hub.”
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A cast of young creatives bring the story to life including JaBari Williams and Malik Williams (a.k.a. The Williams Twins), model Alana Champion, and rising talent Jackson Passaglia, Marlee Guillory, May Li West, Cayley Claire and Tatiana.
“Denim has always been a central part of Pacsun’s story, and a central part of how our community expresses themselves,” said Richard Cox, Pacsun chief merchandising officer. “With our Denim Days campaign, we wanted to tap into cultural moments that are important to our consumer. The mall is back, jeans are personal, and in true Pacsun fashion, we’re meeting our audience where they already are.”
Pacsun will also be hosting a special trip with creators later this month, taking place in Jackson Hole, Wyo. The experience will give creators an opportunity to showcase how they wear their favorite styles, with content rolling out across social media in real time.
As part of its continued push into social commerce, the retailer is also activating during TikTok’s Super Brand Day late July. The activations will include livestreams at Pacsun’s flagships in Soho and Downtown Los Angeles, driving momentum and engagement around the new collection. This marks the third time Pacsun has partnered with TikTok on Super Brand Day as part of their continued relationship.
Pacsun’s fall jean collection offers variety. For women, the brand highlights the viral Casey Low Rise Baggy and new styles like the Jade Bootcut, Zoe Low Rise GF, Sloane Ultra Baggy, and Jordyn Low Rise Straight. For men, the collection introduces the Blake Extreme Baggy, Ryder Ultra Baggy, Mason Baggy Barrel, Jordan Bootcut, Dylan Baggy, and Cade Straight, offering new takes on core fits.
