Emma Chamberlain is conquering the virtual world with style. The popular Gen Z YouTuber and coffee-aficionado-turned-entrepreneur has partnered with PacSun a second time for the brand’s Spring/ Summer 2022 campaign. Inspired by the future and dreams of escapism, this collection is twofold. First of all, new pieces handpicked by Emma herself are now available for purchase, featuring anything from swimsuits to knits. And secondly, Emma and PacSun are joining the virtual world to showcase the collection. Yes, we’re talking about augmented reality. (Well, technically, AR, VR, live stream, and Pacsun’s first video game.)
The new collection debuted with a virtual reality experience starring Emma’s digital self in the metaverse. The launch was rounded off with the release of “Pacsun the Game,” where users can explore underwater worlds alongside the 20-year-old style star and many more.
Here, we catch up with Emma to talk about the inspiration behind the new collection, her feelings about the metaverse, and what fashion means to her as she enters this new phase of adulthood.
Teen Vogue: What was the inspiration behind this collection?
Emma Chamberlain: The vibe of this collection is very carefree and comfortable. There’s really something for everybody in this collection. It hits on so many different trends and personality types and aesthetics. There are some bright and colorful pieces, but there are neutral things in the collection, and some glittery pieces, too.
TV: Why did you want to partner with PacSun for a second collection?
EC: I grew up shopping at PacSun from the time I hit middle school through high school, and it’s such a part of my childhood. To this day, they have amazing pieces that I love and wear. For me, nostalgia is something that hits hard — anything that has memories like PacSun does, hits hard.
PacSun Stella Sweat Shorts
PacSun Green & White Boyfriend Carpenter Pants
TV: Any favorite pieces at the moment?
EC: One of my favorite things PacSun makes is their cut-off sweat shorts. It’s so funny because when I did my last campaign with them, they let me wear a pair of sweat shorts home, and they’re these tie-dye shorts, and I kid you not, I’ve been wearing them almost every night to bed ever since. They were like, “Can we please give you a new pair?” So they gave me this pink pair that says PacSun on the butt, and those are my new sleep shorts.
TV: Your style is highly influential and coveted by Gen Z. Has it changed at all since the first time you collaborated with PacSun?
EC: Very recently, I’ve been shifting the way I look at fashion. I used to like to do crazier looks. But more recently, I’ve been simplifying my style, leaning more towards preppy. I’ve been wearing a lot of furs and things like that, making preppy fun in my own way.
Source by www.teenvogue.com