In celebration of Pride Month, American Eagle Outfitters unveiled a bold, two-story window activation at its flagship Soho location — a striking expression of identity, inclusivity, and joy. Created in partnership with Duggal, the 2025 Pride installation transforms the retail facade into a radiant canvas of self-expression.
At the core of the display are custom layered acrylics, stacked and suspended to form a multidimensional experience. The vibrant transparencies — a spectrum of colors representing both the classic rainbow and the more inclusive Pride flag — create depth and movement, especially as sunlight filters through the storefront.
Framing the display is dynamic LED signage, engineered to shine day and night. With bold, glowing typography and animated light patterns, the LEDs serve as a beacon — a powerful call to celebrate love in all forms. The pairing of analog materials with digital light creates a tactile-meets-tech visual language that feels both contemporary and emotionally resonant.
Spanning two stories, the windows are more than just decoration — they’re a public declaration of the brand’s ongoing commitment to visibility and allyship. By transforming its high-traffic location into a statement of Pride, American Eagle reinforces that fashion is a platform for advocacy, and that retail spaces can be as expressive and inclusive as the communities they serve.
With Duggal’s expert craftsmanship and AE’s bold creative vision, the 2025 Pride windows become more than a visual moment — they’re a celebration in motion, layered with light, color, and meaning.
Photos by Duggal
