PacSun Dives Into the Metaverse to Hook Gen Z

A new campaign includes AR, VR and livestreaming

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Youth apparel retailer PacSun has released what it calls a “metaverse experience” that includes virtual reality (VR), augmented reality (AR), livestreaming and a video game.

It is part of the retailer’s Spring/Summer 2022 campaign, which features a Gen Z influencer, Emma Chamberlain. According to a statement, the campaign is “themed around looking toward the future and the dream of escapism.”

The VR experience debuted at PacSun’s flagship store in Los Angeles on Feb. 17. It includes a digital version of Chamberlain, who highlights new styles.

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