Fashion brand builds on its relationship with social media personalities Charli and Dixie D’Amelio for new launch.
Hollister – a division of Abercrombie and Fitch – has teamed with social media personalities Charli and Dixie D’Amelio for the launch of a new trend-forward apparel brand called Social Tourist.
The launch of Social Tourist marks the beginning of an exclusive, multi-year apparel agreement between Abercrombie & Fitch Co. and the D’Amelio sisters.
The new brand has been imagined and inspired by Charli and Dixie’s experiences at the epicenter of social media, and also aims to reflect Gen Z’s unique lens of living in a digitally native environment.
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.
For its initial 20 May launch, Social Tourist will be available exclusively in Hollister stores and online.
“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,” commented Kristin Scott, global brand president at Abercrombie & Fitch. “We’re thrilled to unlock new opportunities for all of us beyond our co-created products, which strongly resonated with our global customers.
“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.”
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