According to the press release, Pacsun has signed an agreement with CGI influencer Miquela for the term "Back to School" this year.

The digital character will be featured on Pacsun's social media and promoted in stores. In the teaser for the collaboration, Miquela is seen posing in Pacsun outfits in NYC.

The brand explained that with this new advertising strategy, they want to focus more on virtual influencers and the metaworld, and increase their work especially in the 4th quarter of the year. In this way, they want to strengthen their relationships with Generation Z.

Miquela is a completely artificial influencer that appeared on Instagram in 2016. This character, which has caused controversy and headlines, was created by the company Brud. However, the company caused a major backlash when Miquela said in a vlog published in 2019 that she had been sexually assaulted and accused of being sarcastic. Miquela has more than 3 million followers on Instagram and 3.6 million on TikTok. The collaboration with Miquela can help Pacsun build on its recent successes on social media. Last week, the brand announced that it had surpassed its goal of reaching 2 million followers on TikTok.