Columbia TriStar Television has signed New York-based American Eagle as the official outfitter for the cast of teen tissue drama Dawson’s Creek. A Columbia TriStar spokesperson said the show decided to go with AE togs for the new season because the costume designer, after using the clothes in several episodes prior to the deal being inked, found AE’s line the most versatile-a crucial element in outfitting so many diverse characters. Columbia TriStar was in discussions with several other clothing companies before American Eagle was chosen.
The deal, which spans the 1999/2000 season, will see AE and Columbia TriStar team up in several advertising and cross-promotional campaigns throughout the year. Episode shots in which Dawson’s characters appear wearing AE apparel may be printed in American Eagle’s monthly catalog, but the characters will not pose specifically for AE ads, as they did for J. Crew, Dawson’s outfitter from the show’s debut in 1997 until June of this year. American Eagle will receive a credit as the official outfitter for Dawson’s Creek at the end of each episode.