The company’s Hollister Co, division is launching a new brand, called “Social Tourist,” that will feature trend-forward fashions inspired and co-created by two social media stars and influencers.
TikTok celebrities Charli and Dixie D’Amelio, who have a combined 250 million followers across their social media handles, will star in the brand campaign. The sisters have been involved in every aspect of Social Tourist, including product selection, design, branding, positioning and marketing, according to Abercrombie.
The new brand has been “imagined and inspired” by Charli and Dixie’s experiences at the epicentre of social media, and also reflects Gen Z’s unique lens of living in a digitally native environment. It will have four distinct apparel lines: gender-inclusive items; trend pieces such as dresses and skirts; everyday essentials featuring premium basics; and swimwear. Each collection will include limited-edition items, with new products dropping approximately every month.
“Charli and Dixie are the quintessential example of what it’s like to grow up in the digital world, and we’ve always believed they authentically represent our teen customers’ mindset both online and in real life,” said Kristin Scott, Global Brand President at Abercrombie & Fitch Co. “We’re thrilled to unlock new opportunities for all of us beyond our co-created products, which strongly resonated with our global customers. Given the high demand, we knew we could take our relationship further.”
