social tourist hollister

Abercrombie

Social Tourist

Social Tourist is the creative vision of Hollister and social media personalities, Dixie and Charli D’Amelio. The lifestyle brand creates trend forward apparel that allows brand lovers to experiment with their style, while exploring the duality of who they are both on social media and in real life.

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Charli and Dixie D'Amelio Launch Their Own Clothing Line for Hollister Co.

"We can't wait to put our vision out into the world," Charli says about the new line, Social Tourist, she designed with sister Dixie

Style + Beauty Assistant, PEOPLE

Charli and Dixie D'Amelio aren't slowing down anytime soon.

TikTok's most famous sisters announced on Thursday that the next chapter of their successful Hollister Co. partnership will be a standalone apparel brand under Abercrombie & Fitch Co. called Social Tourist.

Launching May 20 in Hollister stores and online at hollister.com , the line is inspired by social media and Charli and Dixie's life in the spotlight. The TikTokers — who, together, boast over 150 million followers on the video sharing platform — were instrumental in developing Social Tourist, leading everything from product selection, design and branding, to positioning and marketing.

They'll also get a little help from their dad, Marc D'Amelio, who has worked in sales and design and will act as a consultant for the line.

"We've always loved fashion, and it's been amazing to be so involved in this process," Dixie, 19, said in a statement. "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."

Charli, 17, shared that the first product drop will focus on "introducing the brand" to their millions of fans and followers, whereas the second collection (launching in June) will reflect the sister's individual personalities.

"Designs that reflect Dixie's personality are a bit edgier, with dark color palettes and patterns," the star explained. "My vibe is shown through super feminine and cute styles. We can't wait to put our vision out into the world!"

Both sisters posted a Social Tourist teaser video on Instagram Thursday morning, in which they're sporting black and white sweatpants sets embossed with the brand's logo. "When it comes to this whole life thing, the journey is the destination," Charli says in the clip.

"Hey, that's where we come in," they say in unison. "Let's unpack this life together."

The line — which will have new drops every month— will feature a few different categories, including swim, everyday essentials, trend-driven designs and gender inclusive items.

Back in June 2020, Charli and Dixie were named the faces of Hollister's Jean Lab . The unique partnership involved testing denim for a flattering fit and ultimate comfort with a little help from fellow Internet sensation Noah Pugliano and famed scientist Bill Nye .

"We hope that we can send the message that we can and should all feel comfortable in our own skin," the sisters told PEOPLE at the time. "Jeans are such a personal clothing item and sometimes it's hard to find the fit you feel best in, but they are also a wardrobe staple, so working together to ensure there was a fit for everyone was really important to us."

Related Articles

Charli And Dixie D’Amelio Are Creating A New Brand With Hollister Called Social Tourist

Charli and Dixie D’Amelio may be known for their viral TikTok dances, but now the sisters are adding the title of “designers” to their list of achivements…all while still being teens. That’s right: The D’Amelios are officially launching their first label, Social Tourist, with Hollister Co., according to Intrado .

Inspired by the D’Amelio’s youthful Gen Z aesthetics, Social Tourist will focus on trend-based pieces, essentials, gender neutral basics, and swimwear, with a range of limited-edition items and monthly launches. Upcoming product drops will feature themed collections inspired by both sisters’ individual personalities and aesthetics (for those wondering: Dixie’s is edgy, while Charli’s is more feminine). The first drop begins a multi-year partnership between the D’Amelio’s and Abercrombie & Fitch Co., which owns Hollister. It’s also a natural fit—after all, both girls have starred in numerous Hollister campaigns over the last year, and their father, Marc (who’s been a consultant for Social Tourist) has over 30 years of apparel sales experience. It also follows a fashion-filled year, after the girls have attended shows like Valentino, Chanel, and Prada, and have been styled by Maeve Reilly.

  View this post on Instagram   A post shared by cd (@charlidamelio)

The new Hollister deal comes after a runaway year for both Charli and Dixie. Since 2020, the sisters have tested all of Hollister’s denim styles as “Chief Jeanologists,” created the #MoreHappyDenimDance challenge (which gained over 5 billion views), and dropped a variety of limited-edition collections with the brand. According to reports, they were involved in all aspects of Social Tourist—from designing to marketing. You can shop Social Tourist when it drops on the brand’s Hollister website on May 20. In the meantime, watch the D’Amelio’s intro video for their brand, below:

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Parent item expand the sub menu, the eternal enduring style of jfk jr., dur doux joins livewear lineup this weekend, handbag sticker shock try these entry-level luxuries, exclusive: abercrombie & fitch co. launches social tourist, a new brand for the cohort who grew up online.

The brand, which was cocreated by TikTok stars and sisters Charli and Dixie D’Amelio, debuts May 20 at Hollister stores and Socialtourist.com.

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Abercrombie & Fitch Co. is getting social. 

The teen retailer, parent to the A&F, Abercrombie Kids, Hollister and Gilly Hicks brands , is launching a new brand called “Social Tourist.” 

The brand, which features fashions that can be found trending across social media platforms, is meant to be a reflection of the Gen Z experience, shoppers who have come of age in a digital world. 

“Essentially, it’s a first-ever social commerce line that will be sold through two incredible influencers,” Fran Horowitz, the company’s chief executive officer, told WWD. 

She’s referring to TikTok personalities and sisters Charli and Dixie D’Amelio, who, in addition to being the stars of the campaign, helped cocreate the line. (Their father, Marc D’Amelio, also served as a consultant for Social Tourist.) 

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“This exclusive multiyear partnership takes our relationship with Charli and Dixie to the next level by leaning even further into Gen Z’s digital-first mind-set and tapping into the power of social selling, including monthly limited-edition digital exclusive drops,” Horowitz said. 

“And TikTok has become one of the leading indicators of fashion for these kids,” Horowitz added, referring to the young adult demographic. “I would say Charli and Dixie in particular, with their style and their confidence, they set trends , because the kids are all following them.” 

Social Tourist will make its debut in Hollister stores and Socialtourist.com on May 20. While select pieces from the brand will be available IRL at Hollister stores, Horowitz said the company anticipates the majority of business will be done online. 

She added that the connection to Hollister, as compared with the nameplate brand, is due to the fact that Hollister is a teen brand, whereas Abercrombie is more geared toward Millennials . The company hopes Social Tourist will attract the late teen or early twentysomething consumer, shoppers in the same age range as the D’Amelio sisters. 

“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’ mind-set both online and in real life,” said Kristin Scott, global brand president at Abercrombie & Fitch Co.

Social Tourist comes off the heels of Abercrombie’s previous relationship with the D’Amelio sisters, which began last July for Hollister’s back-to-school campaign and then continued with product drops throughout the fall and holiday season. 

“Each one was incredibly successful and more successful than the last,” Horowitz said.  “They resonated so incredibly, both with our current Hollister customer as well as all the customers that they have brought into the brand by creating a pretty amazing halo of what they do.” 

Each drop was also able to reach more people. Combined, the two sisters have more than 166 million followers on TikTok. Across TikTok, Instagram and YouTube they have nearly 250 million followers. Meanwhile, social media views of the Hollister back-to-school campaign featuring the sisters reached 5.4 billion views two months after launch. 

“They are leading influencers today and a partnership with them and right now is the absolutely right thing to do,” Horowitz said. “These girls have grown up and lived their lives on social media. And what’s very important about kids their age is that they are touring, literally touring life and deciding who they are and what they want to be when they grow up. So we cleverly thought, putting those two things together, social and tourist, we hope to [evoke] that feeling and energy behind the line.” 

The D’Amelio sisters are equally as excited to continue working with the retailer. 

“ Our relationship with Hollister has been so positive and the brand really listened to the things that mattered to us, so once the idea presented itself, it was a no brainer,” Dixie said. 

Charli added, “We have always loved fashion and had talked about how amazing it would be to create a clothing brand together based on things that we wanted to wear.”  

But this is not the D’Amelio sisters first venture into the world of fashion. In March, the duo teamed up with accessories brand Pura Vida for a jewelry collection. Later that month, the influencers launched a limited-edition apparel and accessories   collection with Dunkin’. The sisters also serve as the face of Morphe’s Gen Z subbrand, Morphe 2.

But compared with previous collaborations , Social Tourist “really represents both of us and explores how our generation is balancing who they are on social media with real life,” Dixie said. “We are so excited for people to finally see what we have been working on this past year.” 

Social Tourist will include things like men and women’s T-shirts, fleeces, dresses , skirts, swimwear , socks , hats and water bottles across four distinct categories: dual gender, trend pieces, basics and swim. The inaugural collection will have about 80 items, with new pieces dropping each month. Many of the trend pieces, specifically, will be limited-edition and available only online. 

“The product is a little bit more elevated than what we carry in Hollister,” Horowitz said. “Hollister definitely has fashion, so don’t misread me, but it’s different. I like to explain to the [A&F] team, you have something called the fashion pyramid. There’s things that are at the top of the pyramid that are a little bit more forward thinking and these girls really pushed that even more forward. They’re really leading when it comes to trend and fashion. And that’s what Social Tourist will do for us, really elevate it a little bit further. It will also be a little bit more expensive than Hollister.”

Prices for Social Tourist range from about $10 to $80 each piece. 

The launch of Social Tourist comes after Abercrombie finished its all-important holiday season above analyst expectations , still managing to log a profit for the quarter despite the turbulent environment caused by the pandemic. (Albeit a slightly lower profit than the year before the pandemic.) 

As recently as March, Horowitz told WWD that Abercrombie & Fitch was considering a brand acquisition. But the CEO said the timing was “perfect” to launch Social Tourist. 

“We headed into 2020, really with some nice momentum: Abercrombie was really turned around; Hollister had been doing nicely for the last couple of years,” the CEO explained. “[Now] all the brands are resonating. We’re in a really good place. We came out of [the fourth quarter] with good results. We saw nice momentum increase over all of 2020. We came out stronger, faster and smarter, candidly, than we went into the year, with strong balance sheets. And we took 2020 to sit back and evaluate what our opportunities are.

“It actually all came together, because we are so focused on digital and social and we learned so much in 2020 because we all had to be completely online and digitally focused, that it actually made the inspiration even easier to make it happen,” Horowitz added.

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• Jun 22, 2022

Case Study: Hollister - Social Tourist

Updated: Jul 12, 2022

A Case Study for Creative X Entertainment's co-production with FlightHouse and IF7 for Hollister; Social Tourist [Ft. Charlie and Dixie D'Amelio]

The Mission

Social Tourist, the new trend-forward apparel brand from global teen retail magnate, Hollister Co. , and social media stars, Dixie and Charli D’Amelio , launched in May 2021. Along with incredible hype and PR buzz, as one would expect from the affiliates, the news of the launch was everywhere from Forbes , E News , to People Magazine .

Having just launched a brand with the most followed creators on TikTok, and with Hollister’s second product launch on the imminent horizon – a new challenge emerged for the marketing team: “How do we top this?” Well, that's where our creatives came in to help.

From the first call with our Hollister and production partners, FlightHouse Media and IF7 , our direction for Social Tourist's goal was communicated effectively and quickly! Direction by Sevag Chahinian and the FlightHouse team including Kayla Nierei & Ash Stahl, it was only natural that things matured smoothly with attention to detail.

The production team and Hollister decided the best reveal to the collection, one that would provide the biggest BOOM for engagement and brand loyalty, would be a LIVE Tik-Tok fashion show that incorporated engaging activities geared towards a Gen-Z audience.

The idea was a clear winner and the pre-production began.

The Approach

It was decided early on that this wouldn’t be your traditional fashion show. Instead of models on a catwalk, Dixie and Charli enlisted their TikTok family and friends, Avani Gregg , Madi Monroe , Markell Washington , Curtis Newbill , Caroline Ricke , and Phoebe Hines to debut Social Tourist’s latest collection.

The important part of the plan was for the fashion show to include exclusive commentary from the D’Amelio sisters regarding their inspiration for the clothing drop and the new brand, fun challenges with the biggest creators on the app, and of course – their favorite TikTok dances!

Considering the ephemeral aspect of the app, we decided to try to maximize engagement by enlisting all viewers of the campaign (who were able and willing) to create organic and self-recorded videos with a Social Tourist TikTok filter.

The new collection was effortlessly showcased throughout the recording of the show. Every single outfit arrangement inspired viewers to shop the looks in real-time via a custom link to the Social Tourist website (point of sale).

The Outcome

The Social Tourist Livestream campaign exceeded original projections for both the brand and TikTok app numbers themselves.

Due to the inclusion of top-tier talent, a full suite of cross-platform awareness, and a successful production, the entire team was able to bring this show to life.

Some of the clips, comments, and share stats from our Social Tourist campaign with Hollister Co.

The full campaign drove 357M+ total views/impressions – well above benchmarks, with the Livestream premiere earning the accomplishment of Charli D’Amelio’s (the top followed creator on TikTok) most-watched live ever on her account, as well as being the first-ever TikTok Fashion Show made by Gen Z for Gen Z

The campaign made a splash with the press, with key press tuning in to the fashion show virtually, an exclusive feature in Cosmopolitan, and pickup across consumer and corp publications for a total of 2.2M AVE

We saw significant increases in both brand awareness and purchase intent via brand lift studies, along with a 5% lift in Social Tourist TikTok followers

We also saw amazing sentiment from fans, some of our favorite comments are below (via Insta):

The clothes are just… so so incredible!!👏❤️

This is wasss justtt soo much fun to watch!! I can’t wait till social tourist vol.3 comes out!! ❤️❤️❤️

This is sooooo good well done guyssss 🔥🔥🔥

"Creative X Entertainment were excellent with brand communication and follow through. Creative organizational geniuses to boot!" - Kayla Bierei [Flight House]

Watch some of the short-form content HERE

Check out Social Tourist Below

Check out our full-length featurette of Welcome Back, HERE

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