Charli and Dixie D’Amelio are launching Social Tourist, a new trend-forward apparel standalone brand within the Abercrombie & Fitch Co. portfolio. The lifestyle brand creates trend-forward apparel that allows teens to experiment with their style while exploring the duality of who the D’Amelio’s are on social media and in real life. Social Tourist will be available exclusively in Hollister stores and online. The sisters worked with Hollister on product selection, design, branding, positioning, and marketing alongside their father, Marc D’Amelio. Social Tourist became a family affair intersecting Marc’s longtime expertise in the apparel space with the girl’s unique lens of being at the epicenter of social media for Gen Z. With over 250 million Tik Tok followers, the D’Amelio’s first worked with Hollister as “Chief Jeanealogists,” where they tested and approved every aspect of Hollister’s denim; launched the #MoreHappyDenimDance TikTok challenge, which garnered over 5.4 billion views worldwide; and dropped a series of limited-edition, co-created collections. So when it came time to bring Social Tourist to life, partnering with the Hollister team was a natural fit.
“We would all sit down as a family brainstorming with the Hollister team on Social Tourist. For a lot of other kids our age, that’s also what we do no matter if you’re an influencer, content creator, or you’re just in high school. Everyone uses social media, but at the same time, it’s like, who really knows how to do it? We’re all tourists in our own way,” explained Charli on how the name Social Tourist came about. “Being a social tourist can really bring everyone together to really interact with other people online. You’re able to use your own social media to portray yourself in whatever light you want other “social tourists” want to see you in.” Dixie added the versatility that Social Tourist brings to the Gen Z consumer. “I just want people to be able to wear comfortable clothes and be cute while not having to think about it. I feel like I’m always looking for one place that I can buy my entire wardrobe because I can’t find pieces here and there. This is where you can get all the basics and some cute add-ins to your closet.”
Both Charli and Dixie learned about the apparel and clothing industry by watching their father work in the industry when they were younger. Marc would take Charli and Dixie to his New York office as they would watch him in design meetings, interacting with buyers and closing sales calls. “We would sit and watch our dad design clothes and on putting things together on photoshop for hours. I was just so interested in it, and that’s what I wanted to go to college for. I worked at a clothing store in high school and I loved being around clothes. So creating a brand has always been something I’ve wanted to do,” Dixie shared. Charli also was inspired by her father’s career and also learned how to sew from her grandmother, “Besides being obviously inspired by my dad because he was in the clothing business, dance has been a big part of my life. I remember going to competitions seeing everyone in their custom pieces and my grandmother taught me to sew so I’ve always been fascinated by making clothes that people can feel confident in. I just want everyone to be able to step out of the house in Social Tourist feeling the best they ever been.”
As the consultant for social tourist, Marc D’Amelio, having over 30 years of experience in sales and design, found it to be a great experience to work together as a family with the Hollister team to bring all of their talents under one roof with Social Tourist. “What I learned through this process is that, although Dixie and Charli were not clothing designers, they definitely had a viewpoint that was well-received. Hollister looks at it like, what do you guys think about this, and they listen. When Dixie and Charli talk, they really listen and Hollister wasn’t just a big company trying to take advantage of the fact that Dixie and Charli had a huge platform, this is a true partnership and a true collaboration. I don’t just want to create things for the sake of commerce, I love the fact that we’re creating something that will hopefully have an impact,” Marc stated.
Social Tourist will have four distinct apparel lines: dual-gender items, trend pieces such as dresses and skirts, everyday essentials featuring premium basics, and swim. Each collection will include limited-edition items, with new products dropping approximately every four weeks. “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. “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.
Social Tourist will be one of the first standalone digitally-driven brands for the Abercrombie and Fitch Co. portfolio.“We couldn’t be more excited to introduce a new brand to the Abercrombie & Fitch Co. portfolio. Social Tourist builds on our successful relationship with two of the most popular social influencers, Charli and Dixie D’Amelio. The exclusive multi-year partnership has the girls working side-by-side with our teams to create a trend-forward product that reflects the sister’s unique attitude and lifestyle,” shared CEO of Abercrombie & Fitch Co, Fran Horowitz. “It taps into Gen Z’s digital-first mindset and the power of social selling, offering monthly limited edition digital exclusive drops that will not be restocked. We view Social Tourist as a long-term growth vehicle, and believe that the partnership will help us unlock new opportunities to bolster our omni-channel strategy and authentically connect with our customers in new ways.”
Starting May 20th, Social Tourist will be sold exclusively through Hollister stores and www.socialtourist.com globally.