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American Eagle updates image to reflect global ambitions

US-based young fashion retailer American Eagle Outfitters is dropping its eagle logo and launching a new campaign for autumn 16, as it gears up to push further into the UK and Europe.

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Drapers understands the decision to change the logo was made to reflect the company’s ambition to become a global fashion firm, as the eagle as a symbol is so closely associated with the US.

The retailer launched into continental Europe for the first time last week and now has an online presence in France, Germany, Ireland, Italy, Spain and the Netherlands. It comes a year after it debuted its localised ecommerce site in the UK.

American Eagle also plans to open more UK stores, although it could not confirm any locations at this time. It currently has three UK stores, in Westfield London, Westfield Stratford City and Bluewater shopping centre in Kent.

The #WeAllCan autumn 16 campaign features celebrities including Hailee Steinfeld, Troye Sivan, Yara Shahidi, Cody Christian and Jasmine Sanders.

Alongside the campaign, the brand is launching a collection of T-shirts and limited edition, hand-painted denim jackets. The custom jackets will be limited to 100 unique pieces, sold exclusively on aeo.com. 

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