The dFm launched PacSun Denim with a series of non-traditional initiatives, creating content and product engagement for top-tier press and influencers. 

This unique, exclusive content complemented the campaign faces (Lottie Moss and Luka Sabbat), earning press hits from Hypebeast, Highsnobiety, Who What Wear, Women's Wear Daily, Complex, Dazed and Nylon and Teen Vogue + more.

strategy & positioning       public relations       influencer engagement



Strategy & Positioning

The dFm enlisted social media phenoms Pizzaslime to snap film photos behind the scenes of Harper Smith’s memorable LA photo shoot. What resulted was a crop of raw, interesting photographs to accentuate the official campaign images. We serviced these images to non-endemic outlets (i.e. Dazed and NYLON), earning the attention of a fresh demographic. 


Public Relations

The dFm secured numerous high profile publications for the launch, including exclusive interviews with Teen Vogue and Hypebeast.


Influencer Engagement

The dFm selected and secured a roster of on-brand trend leaders to set the tone for the #pacsundenim campaign on social media. They were gifted their favorite styles in PacSun branded boxes.