Fashion retailer Pacsun unveiled its Fall 2024 “Better in Baggy” campaign, utilizing content creators from its consumer community to drive marketing efforts. 

The campaign features models sourced directly from The Pacsun Collective, a group that participates in co-creation with the brand through a year-round submission process on Pacsun’s website.

Addie Rintel, Vice President of Women’s Merchandising & Design at Pacsun, reported an increased demand for novelty-embellished denim. In response, the Fall collection includes styles adorned with bows, rhinestones, leopard print, and novelty patches, reflecting direct input from the brand’s community.

The campaign highlights a significant shift in consumer preferences. Richard Cox, Vice President of Men’s Merchandising and Global Partnerships, revealed that baggy and loose-fit jeans account for over 80% of Pacsun’s denim sales.

To amplify the campaign’s reach, Pacsun has partnered with Pinterest to create interactive store window displays and engage audiences through digital and social marketing. The collaboration includes an exclusive influencer event in upstate New York, featuring activities such as denim customization and content creation opportunities.