Hollister teams up with TikTok stars to introduce a new brand

Charlie and Dixie D’Amelio will be the faces of a new clothing brand for teens called Social Tourist.

Owned by Abercrombie & Fitch, youth fashion brand Hollister has announced a collaboration with popular tiktokers, sisters Charlie and Dixie D’Amelio. 

Hollister is partnering with the influencers popular with young audiences, famous for their entertaining short videos on the TikTok network, to create a new sub-brand called Social Tourist.

The Social Tourist brand will initially include four clothing lines featuring essential items, fashionable dresses and skirts, swimwear, and more. Each collection will contain exclusive items that will be released in limited quantities about once a month.

According to the official press release, creating the new brand will be only the first step in collaboration. The D’Amelio sisters and Abercrombie & Fitch have signed an exclusive multi-year agreement in the field of fashion creation, so if the first step proves successful, customers will have some offers from tiktockers. 

The target audience for the new brand will be Generation Z, 20-something shoppers who spend much time on social media. According to Christine Scott, president of brand development at Abercrombie & Fitch, the D’Amelio sisters “authentically reflect the mindset of our teenage customers both online and in real life.”

The clothing and accessory lines of the new brand will appear in Hollister stores around the world starting May 20, and they will also be available on the official Social Tourist website. Prices for goods of the new brand have not been disclosed yet.