If you like your skinnies so tight theyâ€™re practically sprayed on, try these jeans in a can.
The new AE skinniest skinnies are so skinny, there’s no actual denim involved. In fact, the skinnies are nothing more than cans of blue paint.
The product page on American Eagle’s website shows what appears to be two cans of spray paint – the “jeans” come in indigo or bright light. In the promotional video – during which models say things like “I like skinny jeans. Sometimes they’re not skinny enough” – the jeans don’t leave much to the imagination.
The ad appears legitimate until the camera zooms in on the smiling actorsâ€™ blue-painted legs.
â€śI like skinny jeans,â€ť one character says. â€śSometimes theyâ€™re not skinny enough.â€ť
AE is “selling” the duo pack for $49.95 on its website.
Though the company claims there are only 1,000 available in a “limited edition premium package,” if you try clicking through to purchase the item, a window pops up stating the product is temporarily sold out.
While American Eagle won’t confirm whether or not the product is a gag, it acknowledged the campaign is part of an evolution toward a slightly edgier viewpoint, which the company started last year.
“We don’t ever want to become safe or expected,” Mr. Holobinko said.
In case you were wondering what the faux jeans can do, the product description describes the “jeans” as: “Sits low on the waist; contours through thigh, knee, ankle; features new SkinTight technology; most fitted leg opening; extended lengths available; available for him and her.” Pretty advanced for body paint.
â€śYouâ€™ll feel like youâ€™re wearing nothing at all,â€ť American Eagle wrote on its blog
Fashionistas applauded the popular mall brand for having a sense of humor in advertising.
Glamour magazine called the video â€śso funny I guarantee you canâ€™t watch it just once.â€ť
The video on the company’s website that advertises the skinny skinny jeans features young adults talking about their love of really skinny jeans, while wearing what appear to be revealing painted-on pants.
The video has generated chatter on social networking sites, with the general consensus forming that the campaign is an elaborate company-sponsored joke.
“When we fail to push things further, we become safe and don’t cut through the industry,” said Bob Holobinko, American Eagle’s vice president of brand marketing.
Of course, there are risks involved with edge, and a joke that falls flat or a campaign that’s too risque can create the wrong kind of buzz.
With skinny skinny jeans, American Eagle is entering “an area that can be risky to a brand when a large percentage of its committed loyal spending base is parents and not just teens,” she said.
American Eagle, for its part, acknowledged there is always a wide range of opinions when it comes to more tongue-in-cheek marketing, whether it be men’s boxers printed with innuendo or humorous graphic t-shirts, reports Fox Business.
“We always have to have guide rails and think of what’s acceptable, but we need to step out of the comfort zone,” Mr. Holobinko said.