American Eagle's Latest Campaign Is About 'Not Just Dreaming, But Doing'

Because you can.

More and more we are seeing fashion campaigns that aren't just about the clothes.  Many brands aim to promote messages of positivity and self-love, and American Eagle Outfitters and its sister brand Aerie have been among the trailblazers in this arena by putting out several campaigns meant to promote activism and body positivity. The AEO's #WeAllCan campaigns from earlier in 2017 were meant to give young Americans a platform to express themselves and show the world what they can do.


American Eagle Outfitters's campaign for Fall 2017, entitled #ICan, builds on this message.

Courtesy of American Eagle Outfitters

The campaign kicked off on July 6 to coincide with the launch of the brand's New American Jean and the back-to-school collections. And the images for the campaign feature people who are known for breaking boundaries and have diverse, multi-hyphenated careers.

Courtesy of American Eagle Outfitters

The campaign includes model and body positive activist, Iskra Lawrence, rapper-activist-entrepreneur, Joey Bada$$, model and champion bull rider, Bonner Bolton, professional basketball player-artist, Brandon Ingram, model and Allure's first hijab-wearing cover star, Halima Aden, and model-vlogger-actress, Amanda Steele.

Courtesy of American Eagle Outfitters

The photos in the campaign are unretouched and meant to be motivational.

The video for the #ICan campaign features A Tribe Called Quest's "Can I Kick It?" anthem with each of the models explaining how they can "kick it" in positive ways.

Courtesy of American Eagle Outfitters

The voiceover in the campaign encourages everyone to take action by "not just dreaming, but doing."

Courtesy of American Eagle Outfitters

American Eagle Outfitters is also encouraging others to share how they can on social media. The brand wrote on Instagram, "#ICAN IN THE NEW AMERICAN JEAN. Style is in the doing. Share your love. Be our inspiration. Show us what you do in AE jeans with #ICAN (or #WeAllCan if you're with friends) for a chance to be featured here."

Check out the video below to see more from the campaign:


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