Denim is always a popular focal point for fall and back-to-school campaign.
This year, brands are taking one of two directions in their promotions: working with rising talent and established superstars to showcase their jeans or tapping into a niche network of influencers and “real people” to tell their denim stories.
No matter who’s wearing the jeans, most styles are loose, baggy and low-rise this fall.
Hollister partnered with rising pop star Freya Skye for its fall denim campaign. The women’s collection spans low-rise jeans, high-rise bootcut jeans and baggy jeans with side waist tabs to adjust rise and eliminate waist gapping. Washed grey colorways, tonal floral embroidery and ripped knees are some of the ways the brand is injecting newness for fall.
New styles for men include relaxed straight painter jeans, baggy cargo and barrel fits and low-rise baggy jeans with drawstring waists.
Hollister’s back-to-school message is resonating with consumers on social media. The retailer claimed the No. 1 spot on Socially Powerful’s Fashion Brand Global Social Index report for July, up 32 spots from the previous month. The index is a monthly benchmark designed to measure how effectively brands are building influence on social media.
The global influencer and social media marketing agency said Hollister stood out by working with a tight network of just 49 Instagram creators and having the month’s most-shared/viewed post at 22.9M views.
Hollister also dressed dorm rooms this season with its first-ever home collaboration with Target. Described as a multi-season partnership, The Hollister Collection at Target collection offers bedding offered in twin/twin XL and full/queen, wearable throw blankets, decorative pillows and more.
Aéropostale intern and TikTok personality, Déjà Clark, inspired the retailer’s back-to-school collection. The 71-piece collection includes graphic tanks, baby tees, leopard print tube tops, oversized sweatshirts and drop-waist mini dresses.
The late-90s aesthetic is carried into denim with styles spanning rigid low-rise baggy jeans decorated leopard-print waistbands, embroidered 8-ball cherry graphic and rhinestone roses. A low-rise micro denim skirt has a released hem; low-rise skate shorts made with recycled cotton feature leopard and floral graphics.
Pacsun’s back-to-school campaign “Denim Starts Here.” was shot location at a college campus and features a cast of real friends alongside talent. The campaign showcases the retailer’s widest denim assortment yet and reflects the many ways Gen Z and Gen Alpha express their personal style through denim.
The Ultimate Low Rise Collection—which offers the Kaia Baggy, Sammy Straight, Ronnie Baggy Barrel and Alana Flare—is at the center of Pacsun’s women’s line. The men’s assortment offers a range of relaxed, oversize, and directional fits like the Dylan Baggy, Blake Extreme Baggy and Mason Baggy Barrel.
Pacsun celebrated the back-to-school season with interactive back-to-school experience at its New York City flagship. The event featured a dedicated denim station where guests could customize their own jeans with embroidery and stitching.
The Abercrombie & Fitch fall denim collection includes 120 styles available in regular, short and long lengths. The brand is focused on roomy yet elevated silhouettes for fall.
The retailer’s “Denim Made Iconic” campaign highlights women’s high-rise relaxed, wide-leg and barrel fits and low-rise ultra loose jeans. The men’s assortment introduces an updated relaxed straight fit and baggy jean designed for comfort and ease. Across both collections, new garment-dyed fabrications deliver elevated color, softness and all-day wearability.
The brand said the collection captures the “energy of New York City” and is rooted in its heritage. The campaign stars models Emily Ratajkowski and Paloma Elsesser and New York Giants players Jaxson Dart and Malik Nabers, shot across city scenes.
Premium denim brands debuted campaigns and collections with influential tastemakers. Paige unveiled its fall campaign starring model Barbara Palvin. The Barbara Palvin edit includes tapered leg jeans, wide-leg jeans and a dark wash mini skirt.
DL1961 debuted a collection designed by Princess Olympia of Greece, who was recently named one of Vanity Fair’s best-dressed breakout stars of 2026. The collection is available on Moda Operandi and consists of a denim overshirt, classic straight jeans and more.
Denim’s connection to music is another common theme in fall campaigns. Calvin Klein tapped Grammy Award-nominated pop sensation Tate McRae for its “Feel the Fit” denim campaign. The dance-oriented campaign introduces new low-rise baggy jeans and high-rise loose jeans.
Cardi B stars in Old Navy’s “Most Wanted Denim” campaign. For fall, the brand is emphasizing styles with curves and volume, including the Arc, a new mid-rise jean with a barrel silhouette. Quenlin Blackwell, Paloma Elsesser, Brooks Nader, Haley Baylee and Wisdom Kaye star alongside the Grammy-winning rapper.
Lucky Brand named Grammy-nominated singer, songwriter and producer Charlie Puth a brand ambassador for its men’s collection. The 181 Relaxed and 281 Baggy fits worn by Puth in the campaign capture the shift toward more relaxed silhouettes that consumers are embracing today.
Levi’s mixes music and sports in its “Keep it Loose” campaign with pop star Rosé and Oklahoma City Thunder guard and reigning NBA MVP Shai Gilgeous-Alexander.
The new campaign spotlights Loose Prep, an assortment within the Fall/Winter 2026 collection built around prep classics reimagined through looser silhouettes and unexpected proportions. Men’s styles include the 501 Loose and the Baggy Barrel, a roomy silhouette that tapers at the ankle and has waist adjusters for a customizable fit. Levi’s offers the Loose Taper, a mid-rise loose fit that stacks at the hem, and the Loose Boot for women.
