Pacsun Launches “Denim Days” Campaign Aimed at Gen Z Shoppers

Pacsun is putting the spotlight on jeans this fall with its new campaign, “Denim Days,” designed especially for Gen Z. The campaign promotes a fresh denim collection that focuses on style and versatility.

Shot inside a shopping mall, the campaign taps into Gen Z’s growing love for mall culture — not just for shopping, but as a social hangout too. Featured in the campaign are popular creators like The Williams Twins, model Alana Champion, and other influencers including Jackson Passaglia, Marlee Guillory, May Li West, Cayley Claire, and Tatiana.

To bring the campaign to life, Pacsun is taking creators on a special trip to Jackson Hole, Wyoming, where they’ll create real-time social content showing off their denim looks. The brand will also be part of TikTok Shop’s Super Brand Day in late July, hosting livestream shopping events from its flagship stores in Los Angeles and New York City.

Even though Pacsun is already trending on TikTok, especially for its denim styles, this campaign aims to take that buzz offline and back into the mall — a space younger shoppers are starting to rediscover. Other brands like American Eagle are also leaning back into in-store experiences.

“Denim Days” officially kicked off online and on social media on July 12, and it will roll out in physical stores later this month. The campaign is Pacsun’s third time partnering with TikTok for Super Brand Day — a big moment for brands to connect with fans through live shopping.

The new fall denim line is all about variety and inclusivity. Women’s styles include the Casey Low Rise Baggy and Jade Bootcut, while men’s options feature the Blake Extreme Baggy and Cade Straight.

Pacsun has been a strong player on TikTok, building a community of over 2 million followers. Last fall, it also teamed up with Pinterest for the “Better in Baggy” campaign — another denim-focused push that resonated with young fashion lovers.