"This spring, AE is amplifying the voices of our customers by joining forces with a group of inspiring Gen Z'ers to help encourage others to share their unique style through our spring collection and Ne(X)t Level Jeans," s Chad Kessler, American Eagle Global Brand President.
On top of styling and directing each shoot, they took their own pictures. #AExME is American Eagle's brand platform aimed at making their marketing more authentic and it strays away from posed models and highly curated settings. All participants chosen for the campaign had been carefully scouted from social media as part of an initiative to honor "freedom, inclusion, empowerment and difference."