American Eagle Outfitters will unfurl the next phase of its back-to-school campaign with a collaboration with sisters Maddie and Kenzie Ziegler that features a collection and ad campaign.
, discussed how they decided to feature the Ziegler sisters and what goes into making those decisions for the key back-to-school selling season.
“We are so excited to be collaborating with American Eagle — a brand that we have not only grown up with, but has allowed us to create something which reflects who we are today,” said Maddie Ziegler. “Maddie is someone who has overt femininity and loves to explore that, whereas Kenzie, with her music vibe, is slightly edgier. The combination of those two aesthetics is a fun thing for us to explore in this collaboration,” he said.
They gave the sisters Polaroids and old-school digital cameras. “We really wanted them to play with it themselves. You’ll see a lot of mixed media in the campaign. It was really important to them and important to us that they had true involvement in developing this campaign,” he said.The campaign and videos were shot by Acre, a boutique agency that AE frequently works with. “They really get us and they really get retail.
The AE x Maddie & Kenzie collection will be featured in AE’s windows and in the center lead, and many stores will spotlight a Ziegler collaboration corner in the store. He said the Ziegler sisters will also play an active role in the launch of the collection. The sisters will introduce the AE x Maddie & Kenzie collection, along with must-haves from the seasonal assortment on their social channels.
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