When American Eagle launched its “Dream in AE” campaign, featuring global Instagram and TikTok influencer domelipa, the brand sought to do more than sell clothing.
They aimed to connect with a generation that values authenticity and creative freedom.
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To capture that mood, American Eagle turned to Musicbed and found the perfect sonic match in BECCAA’s “Love IRL.“
From its first synth pulse to its moody, driving groove, “Love IRL” immediately feels like something you’d find on a Gen Z playlist. The song blurs the lines between alternative and pop—two genres that dominate streaming charts—while keeping a dark, sensual undertone that gives it emotional depth.
Built around processed drums, electric bass, and lush synth textures, the song moves with a confidence that mirrors the energy of both domelipa and the brand’s audience: stylish, self-assured, and fiercely independent.
American Eagle has consistently leaned into youth culture by aligning with artists and sounds that feel of the moment. BECCAA’s “Love IRL” fits that lane perfectly. It’s premium enought to make is way onto playlists everywhere and catchy enough to loop in a TikTok edit.
The song didn’t overpower the bright, colorful visuals. Rather, “Love IRL” complemented the spot, creating an ad that felt like premium content instead of just another commercial.
It’s no wonder that the comments were filled with things like “this is the only ad I actually watch all the way to the end” and “i’ve watched this ad 1000 times.”
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By pairing a tastemaker artist with a top-tier influencer, American Eagle showed a deep understanding of what’s relevant now.
The collaboration reflects a broader cultural truth: for Gen Z, music is more than background filler, but a tool that helps drive self-expression and cement individual identity.
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