AMERICAN Eagle Outfitters, Inc. announced that its American Eagle brand will continue to celebrate freedom, inclusion and difference through its #AExME brand platform, with the debut of its summer campaign this Ramadan.

Shot against Miami’s sapphire sea, it evokes the easy-going, optimistic and carefree nature of the season, by bringing a group of real kids together, as they celebrate summer.

The campaign highlights American Eagle’s commitment to self-expression by placing creative direction in the hands of its customer, allowing the cast, all discovered via social media, to style themselves in the summer collection. It is also free of retouching, continuing to highlight the company’s commitment to celebrating real people, with passion and purpose.

Key items from the collection include the Mom, Bermuda and Denim Short for women, along with tropical print sets, Hawaiian button down shirts and tube tops. For men, there are neon hoodies, acid wash tees and the All-Day Shorts; a versatile athleisure design for beach to street style. Denim shorts will be available in neutral washes, along with the classic colors, such as black and blue.

This summer American Eagle launches a capsule collection suitable for Ramadan including dresses, denim jackets and fashion denim.

AExME aims to enable kids to speak authentically about what matters to them. It is a celebration of their style, their stories, their spaces and selves. — SG