Charlie and Dixie D'Amelio will be the faces of a new teen clothing brand called Social Tourist.
Together with influencers popular with young audiences, famous for their entertaining short videos on TikTok, Hollister is creating a new sub-brand called Social Tourist.
The Social Tourist brand will initially include four clothing lines that will feature basic items, trendy dresses and skirts, swimwear and more. It is planned that each collection will contain exclusive items that will be released in limited quantities approximately once a month.
According to the official press release, the creation of a new brand will be only the first step in cooperation. The D'Amelio sisters and Abercrombie & Fitch have signed an exclusive multi-year fashion deal, so if the first step is successful, there will be a range of TikToker offerings in store for buyers.
The target audience of the new brand will be generation Z, 20-year-old buyers who spend a lot of time on social networks. According to Kristin Scott, president of brand development for Abercrombie & Fitch, the D'Amelio sisters "creately represent the mindset of our teen customers both online and in real life."
The new brand's clothing and accessories lines will be available in Hollister stores around the world starting May 20, and will also be available on the official Social Tourist website. Pricing for the new brand has yet to be disclosed.