Hollister launches new Social Tourist brand in collaboration with D’Amelio sisters

Abercrombie & Fitch has collaborated with TikTok stars, sisters Charli D’Amelio and Dixie D’Amelio on the launch of their new fashion brand, Social Tourist. The new brand reflects Gen Z’s unique lens of living a digitally native environment. Charlie commented: “The first 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 colour palettes and patterns, where my vibe is shown through super feminine and cute styles. We can’t wait to put our vision out into the world!”

The collaboration represents the beginning of an exclusive, multi-year agreement between Abercrombie & Fitch Co. and the influencer sisters. The social media duo have been involved in every stage of Social Tourist’s development, including product selection, design, branding, positioning and marketing.

The Social Tourist brand will be split into four different apparel lines, including gender-inclusive pieces, trend-focused items such as dresses and skirts, premium basics for everyday looks, and swimwear.

According to Hollister, each collection launched by the brand will feature limited-edition pieces, and new products will drop approximately every month.

“We’ve always loved fashion, and it’s been amazing to be so involved in this process. We feel like 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 in a release.

“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. We can’t wait to put our vision out into the world!” added Charli D’Amelio

The launch of Social Tourist is not the first project that Hollister and the D’Amelios have taken on together. The sisters have been working with the fashion retailer since 2020, having previously served as its “chief jeanologists,” a role in which they tested the brand’s denim offering. The social media stars have also worked on limited-edition collaborative collections with Hollister in the past.

Social Tourist will launch on Hollister from 20 May.