Musings on the culture of keeping up appearances

All the Rage

Category: RVCA

Surf's Up: PacSun corrals SoCal's biggest action sports brands (and athletes) for a new campaign

Teen retailer PacSun is gathering all its friends for its new ad campaign -- a multimedia campaign that celebrates personal style.

"Dress Irresponsibly” features musicians, artists and some of action sports' most revered athletes -- including Rob Machado, Bucky Lasek, Chris Pfanner, Ryan Dungey, IamOMNI and Jeff McMillan -- wearing getups culled from 12 marquee action sports brands from Southern California. Think Hurley, RVCA, Fox Racing, Volcom, Quiksilver, Roxy, DC, O’Neill, Billabong and Element.

The print ads feature members of PacSun's dream team walking toward the camera, looking tough and purposeful. But capturing action sports athletes in their element requires motion, and director So Me wisely created an action-filled montage set to the Frank Sinatra classic, “Call Me Irresponsible,” for the TV spots.

“This ... campaign is a first for PacSun and for the action sports industry,” said Gary Schoenfeld, PacSun's chief executive. “The juxtaposition of 20 action sports athletes representing the best skate, surf and motocross brands, combined with the unsurpassed style of Frank Sinatra, speaks to the unique sense of style and individuality that is the cornerstone of action sports and our brand.”

Fans of PacSun's grungy gang can check out exclusive behind-the-scenes footage from the campaign shoot on the company's Facebook page. And while there, you can upload a photo that shows off your unique personal style to vie for ongoing rewards both in-store and online.

After all, added Schoenfeld," 'Dress Irresponsibly' is about enjoying life, friends and embracing one’s own sense of style."

-- Emili Vesilind

Photo: A print ad for PacSun's new "Dress Irresponsibly" campaign. Credit: PacSun

Weekend Events: Jenny Dayco trunk shows, West Hollywood Art & Design walk, Treesje at Saks

Outlook Thursday night, Foley + Corinna hosts a showing of L.A. designer Jenny Dayco’s affordable jewelry collection, which starts at $25 for leaf earrings to $80 for chunky statement pieces. Attendees will receive a gift certificate worth up to $50 and will be entered to win a Jenny Dayco piece. Champagne will be poured and listening enjoyment provided.

8117 Melrose Ave., Los Angeles. (323) 944-0169. 6 p.m. to 10 p.m.

West Hollywood celebrates its 13th annual Art & Design Walk Saturday, featuring neighborhood boutiques, salons and design studios offering special discounts, events or complimentary cocktails. Look for complimentary hair consultations at Marco Pelusi Hair Studio, a one-hour free makeup lesson at Makeup Mandy and a Dr. Seuss birthday celebration at Alpha. On Saturday, all parking restrictions -- including meters -- will be lifted from noon to 6 p.m. Check here for a schedule, maps and participating locations.

Melrose, Robertson and Beverly Boulevards, West Hollywood. (310) 289-2534.

On Saturday, meet Treesje designers Sheila Nazarian and Laura Darrah at Saks Fifth Avenue and check out their spring collection of bags, including leather totes, hobos and satchels, in bold hues with Treesje’s signature hardware ($315 to $670) Shoppers take home a Sweet Little Goodies leather cosmetic case as a gift with purchase.

9600 Wilshire Blvd., Beverly Hills. (310) 275-4211. 2 p.m. to 4 p.m.

-- Max Padilla


Erin Wasson jewelry trunk show on Saturday

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Photo: A Treesje bag style. Courtesy: Treesje


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