American Eagle Surrendered Creative Control for Its Latest Marketing Effort to Gen Z

The young shoppers shot, styled and starred in the latest campaign

American Eagle is taking the consumer focus group to a whole new level, enlisting a number of Gen Z customers (born between 1995 and 2015) to star in the brand’s latest marketing effort. But wait—there’s more. The brand turned over full creative control to these Gen Z shoppers, giving them the freedom to style and shoot themselves for American Eagle’s Spring ’19 campaign.