Pacsun is reclaiming a familiar cultural cornerstone with the launch of its Fall 2025 campaign “Denim Days,” a celebration of the daily ritual of wearing jeans.
The campaign was shot inside a classic shopping mall, at a time when Gen Z is rediscovering mall culture as a shopping destination and as a social and creative hub. The campaign leans into that with a cast of emerging talent, playful nostalgia, and a strong point of view on what jeans mean today.
The new fall collection showcases jeans as a daily staple, whether heading to class, meeting up with friends, or going out. To reflect that versatility, Pacsun is putting a name to it, literally.
For women, while Pacsun continues to highlight their viral Casey Low Rise Baggy, the brand is also introducing new styles like the Jade Bootcut, Zoe Low Rise GF, Sloane Ultra Baggy, and Jordyn Low Rise Straight.
For men, the collection introduces the Blake Extreme Baggy, Ryder Ultra Baggy, Mason Baggy Barrel, Jordan Bootcut, Dylan Baggy, and Cade Straight, offering new takes on core fits.
The fall denim collection speaks to a range of personalities and silhouettes.
“Denim has always been a central part of Pacsun’s story, and a central part of how our community expresses themselves,” said Richard Cox, Chief Merchandising Officer at Pacsun. “With our Denim Days campaign, we wanted to tap into cultural moments that are important to our consumer. The mall is back, jeans are personal, and in true Pacsun fashion, we’re meeting our audience where they already are.”
Cast with a group of creatives closely tied to the brand, including The Williams Twins, who have been frequently featured in Pacsun campaigns, model Alana Champion, and rising talent Jackson Passaglia, Marlee Guillory, May Li West, Cayley Claire and Tatiana. The campaign reflects Pacsun’s continued commitment to spotlighting real voices shaping culture today.
Pacsun will also be hosting a special Denim Trip with creators later this month, taking place in Jacksonhole, WY. The experience will give creators an opportunity to showcase how they wear their favorite styles IRL, with content rolling out across social media in real time.
As part of its continued push into social commerce, Pacsun is also activating during TikTok’s Super Brand Day late July. The activations will include livestreams at Pacsun’s flagships in New York’s Soho and Downtown Los Angeles, driving momentum and engagement around the new collection.
This marks the third time Pacsun has partnered with TikTok on Super Brand Day as part of their continued relationship.
The Denim Days campaign and new jeans collection rolled out on July 12 on Pacsun’s online, and social platforms, and will launch in retail locations later this month.
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