Collection Collaboration Key Details
| Campaign Name | AE x The Summer I Turned Pretty Collection |
|---|---|
| Retailer | American Eagle |
| Based On | Prime Video’s series “The Summer I Turned Pretty” |
| Lead Star Inspiration | Belly Conklin (played by Lola Tung) |
| Launch Year | 2023 |
| Product Types | Graphic tees, sweatshirts, boxers, cardigans |
| Price Range | $19.95 – $69.95 |
| Exclusivity | Limited-edition, web and store release |
| Official Link | AE Collection Page |
Character arcs, streaming nostalgia, and moments that feel as wearable as they are emotional have all influenced the new language of fashion in recent seasons. American Eagle’s partnership with The Summer I Turned Pretty effectively leverages this intersection, fostering an environment where clothing and memory coexist.
Actress Lola Tung’s portrayal of the dreamy lead character, Belly Conklin, is at the heart of the AE x TSITP collection’s coming-of-age energy. The clothing line emotionally channels late-night bonfires, love triangles, and the giddy ache of adolescence, going beyond simply copying summer casuals. It serves as a mirror for anyone who has ever been 16 and lost, and it’s more than just merchandise.
The collection strikes a deep chord with fans who don’t just watch the show—they feel it, from soft cardigans that evoke beach walks and farewells to fitted baby tees imprinted with “Team Conrad.” One of the most notable items is the “Hey Baby” t-shirt, which sells for a surprisingly low $29.95 and swiftly gained cult status. Reviews claim that it fits well, is very versatile, and is perfect for layering. Critics raved that it “fit like a dream” and that it made them feel “like Belly herself.”
By means of strategic collaborations, AE engaged the cast in lighthearted content segments like “Are You Even On This Show?” and “Reply Back with Chris Briney,” capturing real-life moments that captivated viewers. This type of campaign, which was especially creative for retail branding, subtly and remarkably successfully merged entertainment and business.
American Eagle has demonstrated the ability to change course with grace when it comes to brand relevance. By embracing content-driven campaigns and character-based storytelling, AE has gradually changed from being a mall mainstay that felt trapped in a mid-2000s identity. Their TSITP marketing focused on soft confidence, belonging, and nostalgia rather than just clothing. While inviting the buyer into Belly’s story, each t-shirt, sweatshirt, and sleep short also makes space for their own.
When the collection debuted, social media was ablaze with hopeful excitement as Reddit threads and TikTok videos proliferated. Breathlessly, one user inquired, “Is it live yet?” “It’s online at last!” someone said. Emotional resonance is what drives that kind of engagement, not just marketing expenditures. People are purchasing more than just clothing. They are purchasing memories. They are purchasing the joy of a final swim before summer ends, the blush of a first kiss, and the pain of a complex friendship.
AE made it possible for more people to identify with this collection by centering it around a character rather than a famous person. Belly is relatable because she is emotionally present in ways that make her seem genuine, a little awkward, and occasionally unsure. That feeling of gentle bravery and flawed youth is reflected in her on-screen and in-store attire.
The influence of the campaign goes beyond statistics. It has rekindled discussions about the fashion preferences of today’s youth. They don’t seek luxury or perfection. They seek solace, camaraderie, and narrative. Instead of speaking at them, they want brands to speak to them. In this instance, AE listened very well.
It was also very well timed. A cultural wave was created when the drop was timed to coincide with the start of a new season on Prime Video and the start of the school year. People wanted to feel rejuvenated, not just new clothes. That was provided in a discrete, wearable form by the AE x TSITP line. Wearing a t-shirt featuring a line from the show felt to fans like putting on a fragment of their own narrative.
Online reviews tend to be emotionally charged. One user commented, “Loving him was red,” alluding to a heart-stopping line from the series as well as a Taylor Swift song. “Perfect for watching the next episode,” others merely remarked. These aren’t your typical product evaluations. These are journal entries that demonstrate the profound depth of human response when fashion and emotion are in harmony.
This one stands out in the larger trend of fashion drops driven by television—think Stranger Things x Nike releases or makeup looks inspired by Euphoria—for being gentle, grounded, and remarkably explicit in its purpose. It doesn’t overhype or attempt to shock. Fans are merely welcomed into a familiar setting where they already feel emotionally secure. In addition to being novel, that strategy is very effective at fostering true brand loyalty.
The accessibility of this drop is what makes it especially advantageous for AE. This fashion collaboration remained affordable, in contrast to some that charge their younger fans exorbitant prices. Even though a $60 sweatshirt or $30 t-shirt isn’t cheap, it’s far more affordable than designer drops that seem performative. Additionally, it fits in well with AE’s continuous sustainability initiative—many of the products were created with the environment in mind, which will appeal to customers who care about the environment.
It is anticipated that media-fashion partnerships will become even more customized in the upcoming years. Brands that offer clothing as narrative extensions rather than just commodities will continue to prosper as consumers look for deeper identity matches and algorithms continue to tailor content. An obvious illustration of how this model functions is AE’s alignment with The Summer I Turned Pretty.
