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Hollister Taps TikTok’s Biggest Stars for Trend-Forward New Brand

Two of TikTok’s biggest stars are working with Hollister to launch a brand-new label.

The Gen-Z-friendly apparel label revealed plans Thursday to kick off an exclusive, multi-year apparel partnership with Charli and Dixie D’Amelio—TikTok’s No. 1 and No. 9 most-followed accounts, respectively—later this month.

Named Social Tourist, the fledgling brand will offer four distinct apparel lines: gender-inclusive items, trend pieces such as dresses and skirts, everyday essentials featuring premium basics, and swim. Each segment will include limited-edition items, with new product expected to drop approximately every month.

“The first product drop is all about introducing the brand to our fans, and the second drop in June reflects our individual personalities—designs that reflect Dixie’s personality are a bit edgier, with dark color palettes and patterns, where my vibe is shown through super feminine and cute styles,” Charli D’Amelio said in a statement.

Hollister said the “trend-forward apparel brand” will draw inspiration from the D’Amelio sisters’ “experiences at the epicenter of social media.” The pair, it added, have been involved in every aspect of Social Tourist, including product selection, design, branding positioning and marketing. The teen sisters’ father, Marc D’Amelio—a veteran of the apparel and footwear industries—will serve as a consultant for the new brand.

The Abercrombie & Fitch brand plans to launch Social Tourist this month with new product to drop approximately every month.

“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,” Kristin Scott, global brand president at parent company Abercrombie & Fitch, said in a statement. “We’re thrilled to unlock new opportunities for all of us beyond our co-created products, which strongly resonated with our global customers. Given the high demand, we knew we could take our relationship further.”

Social Tourist will launch exclusively in Hollister stores and digital channels and on socialtourist.com on May 20.

This will not be the first time Hollister has teamed up with the D’Amelio duo. They have served as “Chief Jeaneologists” since 2020, a role in which they reportedly tested and approved every aspect of the Abercrombie & Fitch subsidiary’s denim. The two additionally starred in Hollister’s back-to-school campaign last summer.

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