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.
![Standaloneaepng](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/01/standaloneaepng.png?auto=format%2Ccompress&q=70&w=400)
![To preview its Coachella-inspired summer collection, American Eagle turned its showroom into a festival grounds, building a stage, tents, and other concert-like structures to house displays.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/01/img_5114png.png?auto=format%2Ccompress&q=70&w=400)
![Draped fabric formed a tent in the company's showroom space and served as a place to display several looks from the intimates line Aerie, as well as pieces from its eponymous brand.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/01/img_5126png.png?auto=format%2Ccompress&q=70&w=400)
![A backdrop of concert posters, designed by the in-house team, decorated one wall.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/01/img_5095png.png?auto=format%2Ccompress&q=70&w=400)
![Other summer festival-like design elements included sandwich board signs.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/01/img_5131png.png?auto=format%2Ccompress&q=70&w=400)
![Under a thatched roof cabana decorated with sand, seashells, and straw beach mats repurposed as wallpaper, American Eagle showcased new clothing and accessories from its children's line 77Kids.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/01/img_5152png.png?auto=format%2Ccompress&q=70&w=400)
![For the morning presentation, caterer Peter Callahan design a menu of miniature breakfast bites, including tiny scrambled egg tacos presented on cut limes.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/01/img_5124png.png?auto=format%2Ccompress&q=70&w=400)
![Servers wearing striped American Eagle T-shirts passed concert concession-style refreshments, including chilled strawberry lemonade.](https://img.bizbash.com/files/base/bizbash/bzb/image/2012/01/img_5104png.png?auto=format%2Ccompress&q=70&w=400)