May 7, 2021
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Hollister launches new Social Tourist brand in collaboration with D’Amelio sisters

May 7, 2021

Abercrombie & Fitch-owned fashion retailer Hollister Co. has announced the impending launch of Social Tourist, a new brand created in collaboration with influencers Charli and Dixie D’Amelio, and inspired by the digital world in which Gen Z lives and socializes.

Social Tourist will launch on May 20 - Photo: Hollister / Social Tourist

Set to launch exclusively in Hollister stores and online on May 20, the “trend-forward” apparel brand draws inspiration from the D’Amelios’ experiences as social media personalities and Gen Z’s relationship with the digitally native environment in which they have grown up.
The collaboration represents the beginning of an exclusive, multi-year agreement between Abercrombie & Fitch Co. and the influencer sisters. The social media duo have been involved in every stage of Social Tourist’s development, including product selection, design, branding, positioning and marketing.

Their father, Marc D’Amelio, who has more than three decades of experience in sales and design, will serve as consultant for the brand.
The Social Tourist brand will be split into four different apparel lines, including gender-inclusive pieces, trend-focused items such as dresses and skirts, premium basics for everyday looks, and swimwear.
According to Hollister, each collection launched by the brand will feature limited-edition pieces, and new products will drop approximately every month.
“We’ve always loved fashion, and it’s been amazing to be so involved in this process. We feel like Social Tourist really represents both of us and explores how our generation is balancing who they are on social media with real life,” said Dixie D’Amelio in a release.
“The first product drop is all about introducing the brand to our fans, and the second drop in June reflects our individual personalities – designs that reflect Dixie’s personality are a bit edgier, with dark color palettes and patterns, where my vibe is shown through super feminine and cute styles. We can’t wait to put our vision out into the world!” added Charli D’Amelio
The launch of Social Tourist is not the first project that Hollister and the D’Amelios have taken on together. The sisters have been working with the fashion retailer since 2020, having previously served as its “chief jeanologists,” a role in which they tested the brand’s denim offering. The social media stars have also worked on limited-edition collaborative collections with Hollister in the past.
Together, Charli and Dixie D’Amelio boast some 250 million followers across their social media handles, with Charli having become the first TikTok user to surpass 100 million followers in November of last year.

Social Tourist launch video

In their past collaborations with Hollister, the sisters have put this social media heft to good use, notably launching the #MoreHappyDenimDance TikTok challenge, which received more than 5.4 billion views around the world.
“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,” explained Abercrombie & Fitch’s global brand president, Kristin Scott.
“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.”

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