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Hollister teams with social media stars to launch new brand Social Tourist

Abercrombie & Fitch’s division Hollister has collaborated with Tiktok stars, Charli and Dixie D’Amelio, to launch a new fashion line called Social Tourist. 

Inspired by the sisters’ experiences at the epicenter of social media, the brand was designed with focus on Gen Z shoppers. Hollister says Charli and Dixie have been involved in the creation of Social Tourist, including product selection, design, branding, positioning and marketing. 

“Social Tourist really represents both of us and explores how our generation is balancing who they are on social media with real life,” said Dixie D’Amelio.

“The first product drop is all about introducing the brand to our fans, and the second drop in June reflects our individual personalities.”

The apparel brand will feature four lines: gender inclusive items, trend pieces such as dresses and skirts, everyday essentials featuring premium basics, and swim. Social Tourist is scheduled to launch on May 20 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,” said Kristin Scott, global brand president at Abercrombie & Fitch. 

“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,” he added.

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