American Eagle has just pulled off a brilliant marketing move by relaunching their classic “Live Your Life” campaign with a twist. The new “Live Your Life” campaign puts disposable cameras in the hands of influencers, encouraging them to capture raw, unfiltered moments of their lives and posting it on social media. 

Let’s take a closer look at why it’s genius and why brands should take a page from AE’s book of marketing. 
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The Campaign at a Glance

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In a move reminiscent of the '90s, American Eagle has distributed disposable cameras to over 200 influencers, asking them to document their everyday lives wearing AE fashion. 

The campaign roster boasts a mix of household names like Coco Gauff, fresh off her US Open victory, and Trevor Lawrence, the rising NFL star, alongside a diverse crew of influencers. 

The idea is simple: flood social media feeds with genuine, unpolished snapshots, providing a counterpoint to the typical glossy, hyper-edited images we are used to seeing. 

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Why Is It So Special?

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1. A Flood of Real Moments: With more than 200 influencers posting simultaneously, the campaign goes beyond regular content drops. It’s a wave of realness that American Eagle has managed to create, taking over social feeds with images that feel spontaneous and alive. They’ve truely created a movement that owns the feed.
2. Tapping Into Nostalgia: The other reason why it’s a genius move is because the campaign hits two generations in different ways. For millennials, it’s a throwback to their teenage years, when disposable cameras were everywhere. For Gen Z, it’s a taste of retro they never knew they needed. American Eagle has taken a simple concept and turned it into a way to bridge the generation gap, sparking conversations and connecting with people through a shared sense of nostalgia.
3. Authenticity is King: In a time where FaceTune and Photoshop rule our feeds, American Eagle is betting on the beauty of imperfection. These disposable camera shots can’t be filtered or retouched, and that’s the point. Audiences are responding to the authenticity that these raw, unpolished photos offer. American Eagle has tapped into a desire for genuine content, recognizing that people are tired of picture-perfect and ready for something real.

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What Makes This Work

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1. Trust in Real Content: American Eagle understands that people connect more with genuine moments than with manufactured images. By encouraging influencers to capture their lives as they are, they’re building trust and connecting with their audience on a deeper level.
2. Bringing Back Anticipation: For younger audiences, the novelty of waiting to see how photos turn out is an experience they’ve never had. It’s a way to introduce the thrill of anticipation to a generation that’s used to instant everything. For older fans, it’s a reminder of the fun in delayed gratification.
3. Freedom for Creators: American Eagle took a hands-off approach with this campaign, allowing influencers to interpret “Live Your Life” in their own way. By avoiding strict guidelines and giving creators free rein, AE has harnessed a range of genuine voices, all promoting their brand in a way that feels personal and unique.

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Final Notes

“Live Your Life feels more relevant today than when it was first introduced more than 20 years ago.  American Eagle’s purpose has always extended beyond providing great products, and this platform embodies everything we want for our customer–optimism, connection and to empower them to be who they want to be,” says Craig Brommers, Chief Marketing Officer of AE. 

American Eagle’s approach might just inspire other brands to take a similar path, letting go of perfection to embrace the beauty of real life. If anything, they’ve reminded us that sometimes the simplest ideas with the right distribution can have the strongest impact. 

So keep an eye on your feed—it’s about to look a whole lot more real.

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