European Store Launch
Let’s create an empowering festival activation that celebrates the common threads that weave this generation together while helping them discover new things to love about themselves.
Communities are essential to the way Gen Z develops a healthy sense of self.
While they may belong to different groups, this generation is united by a shared experience and ethos.
An Amazing Entrance
Guests will enter the festival through a beautiful
maze of knitted thread. Cooperative wayfinding
features encourage participants to work together.
Messages of unity and inclusion further set the
stage for the festival’s communal theme.
Badges of Honor
Let’s bring people together through the unique challenges they’ve overcome. At the festival entrance, guests will select a pin that highlights a challenge they face and wear it throughout the festival, sparking conversation and connection.
To promote an inclusive and body-positive community,
we’ll create a catwalk and invite guests to strut their stuff together in the Aerie fits of their choosing. Professional photographers and videographers will
capture every step and sashay to create Insta-worthy
content for the brand and participants.
To show how our individual diversity combines to create real community, we’ll invite festival goers to create a communal work of art. Each participant will choose an individual thread that best represents their personality or the issues, causes, and beliefs most important to them. These threads will then be knitted together to create a collaborative masterpiece.
Clothing that Connects
Let’s help guests connect with their community through personalized Aerie clothing. Guests choose from unifying messages that reflect their favorite causes and beliefs and we’ll add them to select Aerie products.
In addition to the Tightly Knit festival, we will also have programs for selected stores to promote the concept of finding common threads between customers.