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

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

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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.

“Gone are the days when brands dictated to customers what they should look like, what they should feel like and what they should do to be cool.



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