Aéropostale is bringing back its “Intern Diaries” series with a more ambitious format aimed at younger shoppers. The teen apparel brand, owned by Catalyst Brands, has turned the second season into a socially native mini-series starring creator Déjà Clark, after launching the concept last year.
According to the report, the new episodes are being released weekly on Thursdays across Aéropostale’s YouTube and social channels. The series uses a comedic tone to show the behind-the-scenes experience of being both a content creator and an intern at a fashion brand. Catalyst Brands chief customer and marketing officer Marisa Thalberg said the company wanted the project to feel distinct from standard commercial content and even from other social-first material the brand produces.
Creator reach drives early views
Aéropostale worked with Authentic Brands Group’s Authentic Studios and Emmy-winning director Eve Van Dyke on the latest installment. The first two episodes have generated 3.5 million views across social platforms, helped in part by Clark’s following of 6.2 million on TikTok. While YouTube was intended as the central channel, the company said much of the audience is coming from TikTok, where Clark’s fan base is strongest.
The new season also doubles as a product launch vehicle. Clark’s 2026 collection, which includes 71 styles beginning at $19.95, was announced in the latest episode. The line will be sold exclusively through the retailer’s app for two days before reaching online and store shelves on July 18. Aéropostale is also building on last year’s creator collection with Demetra Dias, which helped drive app downloads and pushed the app into the App Store’s top five.
Thalberg said the brand has seen 30% year-over-year customer growth, and that its mall-based model is benefiting from renewed interest among Gen Alpha and Gen Z shoppers who like in-person retail. The company has framed that strategy under the “Next Stop” platform, while also linking its loyalty programs with J.C. Penney. The joint program has reached about 250,000 enrollments in a few weeks, according to the report, as Catalyst Brands looks to connect content engagement with shopping behavior.
Source: retaildive.com
