“When you think about these two super brands, E.L.F. x American Eagle, we both uniquely shape culture, creating endless opportunity for self-expression through personal style, color, clothes and more,” said Kory Marchisotto, chief marketing officer, E.L.F. Beauty. 

“We knew that by bringing our super brands together, it was not only going to be magic but also a reflection of our combined vision for the best in denim, the best in beauty and the best in culture.”

“Just like American Eagle, E.L.F. is a team of disruptors who embrace the importance of ‘retailing at the speed of Gen Z,’” added Craig Brommers, chief marketing officer, American Eagle. “Our brands speak directly to Gen Z – we meet them in their closet, while E.L.F. meets them at their vanity. We’re excited to intermingle across touchpoints and industries to deliver the kind of fun collaboration that we know they’ll love.”

The collection launches with the ‘From Selfie to Belfie’ campaign, which encourages fans to show off their denim-on-denim looks online. The campaign will feature a content series, backed by a custom song, co-created by E.L.F. and American Eagle, all about feeling good and having fun while taking belfies.

E.L.F. and American Eagle have also enlisted Gen Z actress Carlacia Grant as part of the campaign to show off her best Belfie skills across E.L.F.’s and American Eagle’s social channels.