YouTuber turned social media superstar – Emma Chamberlain is teaming up with apparel brand PacSun for the second time – heading the brands’ 2022 spring campaign.
The campaign, which launched Tuesday, is centered around Chamberlain’s personal lifestyle and looking into the future according to PacSun’s website. “New season, new adventure. Break away with us to Bora Bora for some fun in the sun with our besties in our latest shorts, swim, tanks, and more,” PacSun’s website reads.
she’s baaaaack. 😌🌊 it’s a new season, and a whole new adventure—escape to paradise with us and emma chamberlain to bora bora for some good times and tan lines (you won’t want to miss the end). 👀 shop the full spring ’22 collection here: https://t.co/wPBNOaNcMi pic.twitter.com/8mbVx0ryY0
— pacsun (@PacSun) February 15, 2022
In addition to the campaign, the brand also created its first video game, “PacSun the Game,” which is available on the PacSun app. “We are delighted to partner with Emma Chamberlain for the second time,” the president of PacSun, said in a statement. “She is such an authentic voice and style icon for our youth community, and we are thrilled to continue our journey together as PacSun steps further into the metaverse.”
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The campaign also includes a virtual reality experience that encompasses Chamberlain as herself in the metaverse.“I can see anyone wearing this PacSun collection, there is such a variety of aesthetics, and while it’s still cohesive, there are so many different vibes going on I feel like everybody can find something,” Chamberlain said in a statement. “I’m really going to lean into a lot of knits, I really just love knits, things that are stretchy, a lot of stretchy fun patterns, things like that. I just want to be comfortable this summer…not feel restricted, just free and free-spirited.”
Collectively, Chamberlain has over 25 million followers across social media and has amassed over 1.5 billion views.