Hollister to launch new fashion brand with Charli and Dixie
Hollister is to launch a new clothing brand with social media stars Charli and Dixie D’Amelio.
Called Social Tourist, the brand will sit within the Abercrombie & Fitch portfolio and will be exclusively available in Hollister stores and online.
The brand will offer four different lines including gender inclusive items, trend-led pieces such as dresses and skirts, everyday essentials, and swimwear. Each collection will include limited-edition items with new products dropping every month.
Kristin Scott, global brand president at Abercrombie & Fitch, said: “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.”
The D’Amelio sisters have been working with Hollister since 2020 and have already tested and approved its denim collection, launched its #MoreHappyDenimDance TikTok challenge and dropped a series of limited-edition co-created collections.
The launch of Social Tourist marks the beginning of an exclusive, multi-year apparel agreement between Abercrombie & Fitch and the sisters who have been involved in product selection, design, branding, positioning and marketing for the new brand. In addition, their father Marc D’Amelio will serve as a consultant.
Scott added: “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.”
