Pacsun is introducing its “Denim Days” fall campaign targeting Gen Z consumers while highlighting the cohort’s renewed interest in mall culture. The campaign, promoting a new versatile denim collection, features various content creators and was strategically photographed inside a shopping mall to resonate with younger audiences.

According to a Marketing Dive report, the retailer’s denim apparel is currently experiencing viral popularity on TikTok, where Pacsun has amassed over 2 million followers as an early adopter of the platform.

The Williams Twins, Serena and Venus, frequent Pacsun campaign faces, join model Alana Champion and creators Jackson Passaglia, Marlee Guillory, May Li West, Cayley Claire, and Tatiana for the campaign. Pacsun plans a dedicated Denim Trip for creators later this month, enabling them to showcase personal styling of denim products across social media platforms in real-time.

“Denim Days” launched online and on social media on July 12 and will expand to retail locations later this month.

TikTok Shop Integration

Pacsun announces participation in TikTok Shop’s Super Brand Day in late July, marking its third collaboration with the platform for this high-impact product showcase featuring live shopping experiences. The retailer will also host livestreams from flagship locations in Los Angeles and New York City.

This integration continues Pacsun’s investment in social commerce, following previous partnerships including a Pinterest collaboration for its “Better in Baggy” fall campaign last year.

The fall collection features diverse silhouettes including the Casey Low Rise Baggy and new Jade Bootcut jeans for women, alongside the Blake Extreme Baggy and Cade Straight jeans for men. The campaign emphasizes jeans as versatile daily staples with broad appeal.

As younger generations rediscover mall culture for both social interaction and shopping, Pacsun joins other retailers like American Eagle in renewing focus on in-store shopping experiences.