Fashion editors had a front-row seat at the preview for American Eagle's summer 2012 collection, held Wednesday morning at the clothing company's showroom in Herald Square. With the theme "live loud," the new line is inspired by the Coachella Valley Music and Arts Festival held yearly in Indio, California, and regarded by some as the epicenter of relaxed summer style.
"Coachella has become such a popular music festival and influenced our summer collection," said Rachel DiCarlo, senior director of public relations at American Eagle Outfitters. "The fashion scene there is all about casual dresses, sheer tops, rompers, and lots of layers. It's a cool, laid-back style."
To reflect this motif, the brand's in-house design team created and styled a series of concert vignettes, incorporating pennant banners, café lights, and instrument props like bongo drums and tambourines. Draped fabric was used to form a tent—much like the ones you'd see on the sidelines of an outdoor show—where several looks from the intimates line Aerie, as well as pieces from its eponymous brand, were displayed.
Fashion forms dressed in the summer collection were anchored in sand and backed by concert posters plastered to weathered wood walls with neon gaffers tape, giving the space an Endless Summer vibe. The centerpiece of the showroom was a 10-foot stage built specifically for the presentation, set against a photo backdrop depicting a crowd of concert attendees.
The menu from Callahan Catering matched the event's aesthetic, with miniature breakfast bites like scrambled egg tacos, guitar-shaped blueberry pancakes, and French toast morsels designed to look like musical notes. Other concession-style refreshments included rainbow-colored mini popsicles, which resembled neon glow sticks, and donut lollipops presents in a tray of wheat grass.
To further drum up buzz for the collection, Aerie will partner with Filter magazine to host a party for celebrities and concert attendees at Coachella in April.