Hollister Co Collaborates With Charli and Dixie D'Amelio For A New Fashion Brand; Social Tourist

Welcome to Social Tourist - a new age fashion brand brought to you by the collaboration of Hollister Co., a division of Abercrombie & Fitch Co. and social media charmers Charli and Dixie D’Amelio.

Come May 20, 2021 and you will be able to access all Social Tourist merchandise in Hollister stores and also online. Hollister Co. believes that Social Tourist is a trend-forward brand created using the myriad and colourful experiences of Charli and Dixie.

Social Tourist is already making heads turn with its unique name and this new apparel brand will become a part of the Abercrombie and Fitch Co. portfolio. As per Hollister, this new age fashion brand will represent Gen Z’s unique perspective of living in a digitally-native environment and will encourage them to experiment with their individual style, simultaneously celebrating the duality of their social media and real life personalities.

Headquartered in New Albany, Ohio - Abercrombie & Fitch happens to be an American retailer that focuses on casual wear.

The coming together of Abercrombie and Fitch Co. and the D’Amelio sisters for the introduction of Social Tourist ushers in the commencement of a special, multi-year apparel agreement between both of them. Abercrombie and Fitch Co. have been keen to create a strategy to reach out to its global teen customers in a more effective manner.

Social Media Reach

With a combined following of more than 250 million across their social media foot prints - Charli and Dixie D’Amelio are surely hot social media personalities.

Their current association with Hollister has seen them participating in every way to create Social Tourist in the right way including product selection, design, branding, positioning and marketing. The sister duo's father Marc D’Amelio, an experienced sales and design professional is acting as a consultant for Social Tourist.

There are 4 unique clothing sections that Social Tourist will offer its customers:

1. Gender-inclusive procucts
2. In-trend dresses and skirts
3. Regular essentials featuring premium basics
4. Swim wear.

Each Social Tourist collection will feature limited-edition products, with introduction of new variations happening almost every month.