YouTube Stars Take Over Pacsun's Spring 2025 Campaign

A sun-soaked Hawaiian getaway features an eclectic cast of creators in trending denim and swim looks from the youth retailer 

LOS ANGELES, Feb. 7, 2025 /PRNewswire/ -- Pacsun announces the launch of its first-ever YouTube-driven campaign featuring the Spring 2025 collections for men and women.

As one of the most dominant fashion brands on TikTok, Pacsun is expanding its digital footprint by tapping into YouTube creators like Ruby Lyn and Elah Lorde this season. Both creators captured BTS videos on-the-ground which will become vlogs posted to their personal channels later this month.

Pacsun is known for cultivating real life fans to feature in their seasonal campaigns, and Spring 2025 is no exception. Additional Spring cast members include Waylon Felipe, Joe, and May Li as well as Hawaii-born pro surfer, Tahaki Papke, and model, Shay Davenport adding a local nod. While on set, forever friendships set in quickly among the group.

Longer-form video content epitomizes the overall mood. This campaign is all about capturing the languid feeling of a carefree day with friends at the beach—the kind where bikinis and swim trunks get layered with baggy denim and hoodies as the subtle chill of golden hour sets in.

"At Pacsun, we design collections for real life—pieces that our community can make their own, style their way, and wear through every moment," said Richard Cox, Chief Merchandising Officer at Pacsun. "This season, our campaign celebrates digital culture, real-life connections, and fashion that truly reflects how young people dress today. Our denim lineup features the most in-demand fits, with a strong focus on quality and comfort, while our swim assortment has been revamped with compelling silhouettes and versatile fabrications. This campaign is all about individuality, creative styling, and self-expression."

Featured YouTuber Ruby Lyn gets it. Her video diaries take the mundane moments—whether she is cleaning out her closet or reflecting on life—and translates them into time humorously spent. That same effervescent energy permeates Pacsun's Spring 2025 collection: clothes designed to be worn, lived in, and loved through the ebbs and flows of real life.

The campaign was shot on location in Kauai, Hawaii by Pacsun's in-house creative team and will be featured across Pacsun's social media and in store starting this week.  

Collection imagery may be found HERE.

About Pacsun:

Pacsun is a purpose-driven, leading specialty retailer offering a cross section of emerging brands and trending fashion through the lens of youth culture. Delivering the latest contemporary, streetwear, and activewear, Pacsun partners with the best brands at the intersection of fashion, music, art, and sport to offer curated collections, rare and exclusive products, and creative collaborations on every level to inspire the next generation. Founded in 1980 in Newport, CA, Pacsun is now co-created in Los Angeles. Follow @pacsun on TikTok, Instagram, X, Facebook and YouTube.

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SOURCE Pacsun