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Hollister launches new fashion brand Social Tourist

Tom Shearsmith
07 May 2021

Hollister, a division of Abercrombie and Fitch, has announced the launch of a new apparel brand, Social Tourist, with social media personalities Charli and Dixie D’Amelio.

Social Tourist will have four distinct apparel lines: gender inclusive items, trend pieces such as dresses and skirts, everyday essentials featuring premium basics, and swim. Each collection will include limited-edition items, with new product dropping approximately every month.

The launch of Social Tourist marks the beginning of an exclusive, multi-year apparel agreement between Abercrombie & Fitch and the D’Amelio sisters. 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.

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 strong background in the apparel industry with their father, Marc D’Amelio, having over 30 years of experience in sales and design.

Kristin Scott, Global Brand President at Abercrombie & Fitch, commented: “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. 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.”

Dixie D’Amelio, said: “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.”

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 full collection will be available from 20 May 2021 in Hollister stores and online.

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