Hollister is building upon its relationship with social media personalities Charli and Dixie D’Amelio to launch Social Tourist, a new apparel brand. Social Tourist is available exclusively in Hollister stores and online.
The launch of Social Tourist marks the beginning of an exclusive, multi-year apparel agreement between Abercrombie & Fitch Co., which owns Hollister, and the D’Amelio sisters. Working together with Hollister, Charli and Dixie have been involved in every aspect of Social Tourist, including product selection, design, branding, positioning and marketing. The family has a background in the apparel industry with their father, Marc D’Amelio, having more than 30 years of experience in sales and design. Marc will serve as a consultant for Social Tourist.
“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,” says Kristin Scott, global brand president, 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. Creating a new brand virtually was no small feat, but the excitement and energy of the D’Amelio family, combined with the talent and experience of the Hollister family, has allowed us to push boundaries and make this a reality.”
Social Tourist will have four apparel lines: gender-inclusive items, trend pieces such as dresses and skirts, everyday essentials featuring basics and swim. Each collection will include limited-edition items, with new product dropping approximately every month.
“We’ve always loved fashion, and it’s been amazing to be so involved in this process,” says Dixie D’Amelio. “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.”
In working with Hollister since 2020, the social media stars have served as “Chief Jeanealogists,” where they tested and approved every aspect of Hollister’s denim, launched the #MoreHappyDenimDance TikTok challenge, which garnered more than 5.4 billion views worldwide and dropped a series of limited-edition, co-created collections. The sisters currently have a combined 250 million followers across their social media handles and in November 2020, Charli became the first TikTok user to surpass 100 million followers on the platform. The new brand’s first launch is available now.
“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,” says Charli D’Amelio. “We can’t wait to put our vision out into the world!”