American Eagle has unveiled its latest back-to-school campaign in partnership with Snapchat, featuring the debut of the Try-On Haul Lens—an interactive augmented reality experience designed to engage Gen Z shoppers. Launching on July 10, the campaign blends immersive digital tools with real-world accessibility, aiming to enhance both product discovery and in-store traffic.

As part of the initiative, American Eagle becomes the first specialty fashion retailer to leverage Promoted Places on Snap Map, highlighting more than 800 store locations across the United States. This feature enables Snapchat users to easily find and navigate to nearby American Eagle stores directly through the app.

The Try-On Haul Lens, accessible via Snapchat’s Lens Carousel and American Eagle’s public profile, allows users to virtually try on denim styles in an engaging, personalized format. Informed by research indicating strong interest in in-person shopping among Snapchat users, the campaign reflects a strategic blend of AR technology and physical retail engagement tailored to Gen Z preferences.

Image Credit: Sanpchat