Teen apparel brand Hollister is getting in the back-to-school spirit with a denim-focused digital campaign full of stars from the past and present.
The campaign features science educator and ’90s TV personality Bill Nye, along with TikTok stars and “jeanealogists” Charli and Dixie D’Amelio and Noah Pugliano, and shows them engaging in a series of “experiments” that demonstrate the science behind the brand’s denim fits. The jeans, which were each tested and approved by Charli and Dixie, are immediately available in stores and online.
Denim in the women’s collection features smoothing pockets, curvy fit styles and new soft stretch fabrics that mold to the wearer’s form. The men’s collection focuses on three variations of skinny jeans (skinny, super skinny and extreme skinny), as well as dad jeans, taper and slim straight. Prices start at $49.95.
The campaign will be featured across Hollister’s social channels and in stores throughout the fall.
“The ‘jeanealogy’ experience was amazing for us because Hollister has always been one of our favorite brands,” Charli and Dixie said in a joint statement. “We’ve been buying their denim for years and even borrowing each other’s. We loved being able to perfect our favorite denim and share it with everyone else.”
But no campaign featuring TikTok stars would be complete without a dancing component. As part of the partnership, the stars will launch a TikTok challenge based on Charli’s choreography to celebrate the comfort of Hollister’s denim. Using the hashtag “#MoreHappyDenimDance,” users can share a clip of their moves and enter for a chance to virtually meet Charli and Dixie.