Now that I'm in my mid-twenties, it's been a good decade since I've even walked into an Aéropostale to shop for, well, anyone. Even my 14-year-old cousin thinks the store has some sort of cooties and prefers Topshop or Zara to a bulldog-embossed polo, which doesn't bode well for Aéropostale (they consider 14-17-year-olds their core customer).
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Anyway, our moderate obsession with all things Chloë Grace Moretz has been well-documented, but does the indie-chic blonde have any business repping a pseudo-mainstream retail chain that's at least two notches below Hollister? Better yet, does Aéro have any business scooping up a true sartorial wunderkind for their long-overdue image overhaul? Probably not.
But CEO Tom Johnson explained to WWD that the brand's aesthetic shift is for good reason.
“Over the last few years, the uniform for girls has changed. The number of different brands girls shop is broader than ever. In some cases, they’ve migrated to more fashion-oriented brands. Knowing this, we knew we had to continue to evolve fashion.”
I can't imagine the suburban mall mainstay will be the next trend leader, but Aéropostale's VP of marketing thinks Ms. Moretz, who's starred in movies like Kickass and Hugo, will revive the brand just in time for the back-to-school rush.
"We know she will connect with our customer,” Scott Birnbaum told WWD. “She’s extremely interested in fashion. She sits in the front row at all high-end fashion shows. She’ll judge contests for us and be the spokesperson for our Teens for Jeans campaign.”
Maybe it's just me, but wouldn't someone like Selena Gomez, Victoria Justice or Willow Smith make a little more sense? Are you going to start shopping at Aéropostale now that Chloe Moretz is the face of the store? Let us know either way in the comments below!
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