Social Tourist, a new trend-forward brand created by Charli and Dixie D’Amelio with Hollister Co., was officially launched. The social media lifestyle brand allows teens to experiment with fashion by incorporating the sister’s style with their own. Social Tourist will be available exclusively in Hollister stores and online. This launch is the first of many to come between the sister social media powerhouse and Abercrombie & Fitch Co. 

The new brand was created and inspired by the sisters’ experiences at the epicenter of social media and it’s a true reflection of Gen Z’s unique lens of living in a digitally native environment. 

“We’ve always loved fashion, and it’s been amazing to be so involved in this process,” said Dixie. Social Tourist will have four distinct apparel lines including gender-inclusive items. “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.”

The sisters were involved in product selection, design, branding, positioning, and marketing alongside their father. The brand has become a full-on family affair combining their father’s, Marc D’Amelio, 30-year fashion industry expertise with the girl’s over 250 million Tik Tok following.  

Each collection will include limited-edition items, with new product dropping 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,” said Charli. 

“Creating a new brand virtually was no small feat,” said Kristen Scott, the Global Brand President at Abercrombie & Fitch Co. She believes that Charli and Dixie are the quintessential example of what it’s like to grow up in the digital world and that they authentically represent their teen customers’ mindset both online and in real life. 

In working with Hollister since 2020, the social media stars have served as “Chief Jeanealogists,” where they tested and approved every aspect of Hollister’s denim. By launching the #MoreHappyDenimDAnce TikTok challenge, they garnered over 5.4 billion views worldwide. In November 2020, Charli became the first TikTok user to surpass 100 million followers on the platform, and December of that same year Dixie graced the digital cover of V. 

To get your hands on Social Tourist, go to www.socialtourist.com or in Hollister stores.