Social Tourist will be available exclusively in Hollister stores and online. When Dixie and Charli talk, they really listen and Hollister wasnt 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. Video: Do These Outrageous Celebrity Fashion Looks Hold Up? May 06, 2021 08:30 ET We came out of [the fourth quarter] with good results. -Team ST, https://www.hollisterco.com/webapp/wcs/stores/servlet/CustomerService?pageName=privacy&storeId=10251&textKey=HELP_PRIVACYPOLICY&catalogId=10201&langId=-1. The brand, which was cocreated by TikTok stars and sisters Charli and Dixie DAmelio, debuts May 20 at Hollister stores and Socialtourist.com. The new brand has been imagined and inspired by Charli and Dixies experiences at the epicenter of social media, and also reflects Gen Zs unique lens of living in a digitally native environment. We would all sit down as a family brainstorming with the Hollister team on Social Tourist. Weve always loved fashion, and its been amazing to be so involved in this process. Except as may be required by applicable law, we assume no obligation to publicly update or revise our forward-looking statements. RISK FACTORS of A&Fs Annual Report on Form 10-K for the fiscal year ended January 30, 2021, in some cases have affected, and in the future could affect, the companys financial performance and could cause actual results for fiscal 2021 and beyond to differ materially from those expressed or implied in any of the forward-looking statements included in this press release or otherwise made by management. PwC Cloud and Digital Transformation BrandVoice, How To Earn Cash Rewards For Everyday Spending. This exclusive multiyear partnership takes our relationship with Charli and Dixie to the next level by leaning even further into Gen Zs digital-first mind-set and tapping into the power of social selling, including monthly limited-edition digital exclusive drops, Horowitz said. Each drop was also able to reach more people. on May 20. the face of Morphes Gen Z subbrand, Morphe 2. Hollister has leveraged its pool of talent, resources and global reach, as well as its connection to the global teen customer, to authentically bring Charli and Dixies vision to life. Fans are encouraged to discover the new brand at socialtourist.com and on Instagram at @socialtourist ahead of the official launch on May 20. Social Tourist is housed within the Abercrombie & Fitch Co. portfolio and will be sold exclusively through Hollister stores globally andhttp://www.socialtourist.com. We would sit and watch our dad design clothes and on putting things together on photoshop for hours. Social Tourist became a family affair intersecting Marcs longtime expertise in the apparel space with the girls unique lens of being at the epicenter of social media for Gen-Z. But compared with previous collaborations, Social Tourist really represents both of us and explores how our generation is balancing who they are on social media with real life, Dixie said. All Rights Reserved. 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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. We headed into 2020, really with some nice momentum: Abercrombie was really turned around; Hollister had been doing nicely for the last couple of years, the CEO explained. Shes referring to TikTok personalities and sisters Charli and Dixie DAmelio, who, in addition to being the stars of the campaign, helped cocreate the line. It actually all came together, because we are so focused on digital and social and we learned so much in 2020 because we all had to be completely online and digitally focused, that it actually made the inspiration even easier to make it happen, Horowitz added. Female Founder Collective and Cisco Launch The North Platform With GrantInitiative. 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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. Were in a really good place. For a lot of other kids our age, thats also what we do no matter if youre an influencer, content creator, or youre just in high school. Social Tourist will include things like men and womens T-shirts, fleeces, The launch of Social Tourist comes after Abercrombie finished its all-important, holiday season above analyst expectations, , still managing to log a profit for the quarter despite the turbulent environment caused by the pandemic. All Rights Reserved, This is a BETA experience. While select pieces from the brand will be available IRL at Hollister stores, Horowitz said the company anticipates the majority of business will be done online. Is It Better To Lease Or Buy A Car In Summer 2022? Data privacy and security practices may vary based on your use, region, and age. Many of the trend pieces, specifically, will be limited-edition and available only online. Social Tourist collection designed by Charlie and Dixie D'Amelio. Were thrilled to unlock new opportunities for all of us beyond our co-created products, which strongly resonated with our global customers. Working together to ensure there was a fit for everyone was really important to us.. Opinions expressed by Forbes Contributors are their own. I feel like Im always looking for one place that I can buy my entire wardrobe because I cant find pieces here and there. Megan Foxs Best Fashion Moments Over the Years, WWD Report Card: Selena Gomezs Fashion Evolution, The Biggest Fashion Collaborations of 2022 So Far, LAUNCH PAD: First Look at the New J. The exclusive multi-year partnership has the girls working side-by-side with our teams to create a trend-forward product that reflects the sisters unique attitude and lifestyle, shared CEO of Abercrombie & Fitch Co, Fran Horowitz. View the Social Tourist video here. Abercrombie & Fitch Co. is represented by Philip Daniels of Ginsburg Daniels Kallis and Bruce Paige of Vorys, Sater, Seymour and Pease. Risks and uncertainties related to the duration and impact of the COVID-19 pandemic on the Company and the factors disclosed in ITEM 1A. Being a social tourist can really bring everyone together to really interact with other people online. 2022 Fairchild Publishing, LLC. Charli and Dixie are the quintessential example of what its 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. Niche Brands Are Winning Over Consumers in MainlandChina, Mens Spring 2023 Fashion Trend:Americana, The Este Lauder Cos. Said Mulling Fashion Venture With Potential Tom FordAcquisition, Onia Heads to The Standard Hotel for SwimwearCollab, Delta Galil Acquires Apparel Brand Organic Basics for UndisclosedAmount, Athleta and Simone Biles Unveil Back-to-school Athleta GirlCollection, Front Row at Saint Laurent Mens Spring 2023, Pusha T, Futura, and More Attend the KENZO By Nigo Launch Party. Hollister definitely has fashion, so dont misread me, but its different. I cover founders, brands and trends across various industries. ), As recently as March, Horowitz told WWD that Abercrombie & Fitch was. Get all the top news stories and alerts straight to your inbox. It will also be a little bit more expensive than Hollister.. Meanwhile, social media views of the Hollister back-to-school campaign featuring the sisters reached 5.4 billion views two months after launch. The developer provided this information and may update it over time. You can find the link here. She added that the connection to Hollister, as compared with the nameplate brand, is due to the fact that Hollister is a teen brand, whereas Abercrombie is more geared toward Millennials. (Albeit a slightly lower profit than the year before the pandemic. You may opt-out by. Given the high demand, we knew we could take our relationship further, said Kristin Scott, Global Brand President at Abercrombie & Fitch Co. Creating a new brand virtually was no small feat, but the excitement and energy of the DAmelio family, combined with the talent and experience of the Hollister family, has allowed us to push boundaries and make this a reality.. Charli also was inspired by her fathers 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. Charli and Dixie D'Amelio launch teen-forward brand, Social Tourist. Love each and every thing about it!!! Weve always loved fashion, and its been amazing to be so involved in this process, Dixie told People Magazine. We cant wait to put our vision out into the world! added Charli. Working together with Hollister, Charli and Dixie have been involved in every aspect of Social Tourist, including product selection, design, branding, positioning and marketing. 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.. Get the latest version for the most amazing views. Charli has her own Dunkin Donuts drink. Combined, the two sisters have more than 166 million followers on TikTok. So we cleverly thought, putting those two things together, social and tourist, we hope to [evoke] that feeling and energy behind the line.. Weve always loved fashion, and its been amazing to be so involved in this process. But the CEO said the timing was perfect to launch Social Tourist. Were all tourists in our own way, explained Charli on how the name Social Tourist came about. As recently as March, Horowitz told WWD that Abercrombie & Fitch was considering a brand acquisition. 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., Charli explained that Dixies designs are a bit edgier, with dark color palettes and patterns, while her own designs will be all about super feminine and cute styles.. Charli and Dixie DAmelio are launching Social Tourist, a new trend-forward apparel standalone brand within the Abercrombie & Fitch Co. portfolio. Abercrombie & Fitch Co. is getting social. Across TikTok. In working with Hollister since 2020, the social media stars have served as Chief Jeanealogists, where they tested and approved every aspect of Hollisters denim; launched the #MoreHappyDenimDance TikTok challenge, which garnered over 5.4 billion views worldwide; and dropped a series of limited-edition, co-created collections. And whats very important about kids their age is that they are touring, literally touring life and deciding who they are and what they want to be when they grow up. Our relationship with Hollister has been so positive and the brand really listened to the things that mattered to us, so once the idea presented itself, it was a no brainer, Dixie said. 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. Social Tourist by Dixie & Charli DAmelio is an inclusive collection of exclusive ahead-of-trend drops. Starting May 20th, Social Tourist will be sold exclusively through Hollister stores and www.socialtourist.com globally. Youre 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. But its still early days for the ambitious sisters, who have announced that their next endeavor is a new clothing line, Social Tourist. The lifestyle brand creates trend-forward apparel that allows teens to experiment with their style while exploring the duality of who the DAmelios are on social media and in real life. The DAmelio sisters are doing it all. I would say Charli and Dixie in particular, with their style and their confidence, they set trends, because the kids are all following them.. We saw nice momentum increase over all of 2020. I remember going to competitions seeing everyone in their custom pieces and my grandmother taught me to sew so Ive always been fascinated by making clothes that people can feel confident in. So when it came time to bring Social Tourist to life, partnering with the Hollister team was a natural fit. A brand overview presentationwill be available in the Investors section at corporate.abercrombie.com at approximately 8:30 AM, ET, today. Follow this author to improve your content experience. Essentially, its a first-ever social commerce line that will be sold through two incredible influencers, Fran Horowitz, the companys chief executive officer, told WWD. Charli added, We have always loved fashion and had talked about how amazing it would be to create a clothing brand together based on things that we wanted to wear.. Social Tourist will be one of the first standalone digitally-driven brands for the Abercrombie and Fitch Co. portfolio.We couldnt be more excited to introduce a new brand to the Abercrombie & Fitch Co. portfolio. Charli and Dixie are the quintessential example of what its like to grow up in the digital world and weve always believed they authentically represent our teen customers mind-set both online and in real life, said Kristin Scott, global brand president at Abercrombie & Fitch Co. Social Tourist comes off the heels of Abercrombies previous relationship with the DAmelio sisters, which began last July for Hollisters back-to-school campaign and then continued with product drops throughout the fall and holiday season. These girls have grown up and lived their lives on social media. The DAmelio sisters are taking on the world together. But this is not the DAmelio sisters first venture into the world of fashion. 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She added that the connection to Hollister, as compared with the nameplate brand, is due to the fact that Hollister is a teen brand, whereas Abercrombie is more geared toward. Marc will serve as a consultant for Social Tourist. Social Tourist, Abercrombie & Co.'s newest brand, was cocreated by Charli and Dixie DAmelio. Charli DAmelio responds after trolls take over birthday hashtag, New Xbox Game Pass August 2022 releases: Free games on console, PC & Cloud and everything leaving, League of Legends patch 12.15 notes: Big energy changes, more Sivir nerfs, League of Legends cosplayer spooks fans as terrifying Star Nemesis Fiddlesticks. Social Tourist will have four distinct apparel lines: gender inclusive items, trend pieces such as dresses and skirts, everyday essentials featuring premium basics, and swim. 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. They resonated so incredibly, both with our current Hollister customer as well as all the customers that they have brought into the brand by creating a pretty amazing halo of what they do.. The sisters also serve as the face of Morphes Gen Z subbrand, Morphe 2. I just want people to be able to wear comfortable clothes and be cute while not having to think about it. WWD and Women's Wear Daily are part of Penske Media Corporation. 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 Dixies personality are a bit edgier, with dark color palettes and patterns, where my vibe is shown through super feminine and cute styles. Trending streaming, TV, Movies and pop culture news, features and more. Best clothing brand ever !! Each one was incredibly successful and more successful than the last, Horowitz said. And we took 2020 to sit back and evaluate what our opportunities are. Hollister looks at it like, what do you guys think about this, and they listen. I dont just want to create things for the sake of commerce, I love the fact that were creating something that will hopefully have an impact, Marc stated. (Their father, Marc DAmelio, also served as a consultant for Social Tourist.). And TikTok has become one of the leading indicators of fashion for these kids, Horowitz added, referring to the young adult demographic. About Social TouristSocial Tourist is the creative vision of Hollister, the teen brand liberating the spirit of an endless summer, and social media personalities Charli and Dixie DAmelio. The lifestyle brand creates trend forward apparel that allows teens to experiment with their style, while exploring the duality ofwho they are both on social media and in real life. Safety starts with understanding how developers collect and share your data. Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995A&F cautions that any forward-looking statements (as such term is defined in the Private Securities Litigation Reform Act of 1995) contained herein or made by management or spokespeople of A&F involve risks and uncertainties and are subject to change based on various important factors, many of which may be beyond the Companys control. Social Tourist will make its debut in Hollister stores and Socialtourist.com on May 20. (Albeit a slightly lower profit than the year before the pandemic.). The sisters currently have a combined 250 million followers across their social media handles and in November 2020, Charli became the first TikTok user to surpass 100 million followers on the platform. Each one was incredibly successful and more successful than the last, Horowitz said. So creating a brand has always been something Ive wanted to do, Dixie shared. We came out stronger, faster and smarter, candidly, than we went into the year, with strong balance sheets. In March, the duo teamed up with accessories brand Pura Vida for a jewelry collection. Social Tourist clothes will be available to purchase from Hollister from May 20. !, From performance enhancements to bug fixes, were constantly upgrading our app situation. The brand, which features fashions that can be found trending across social media platforms, is meant to be a reflection of the Gen Z experience, shoppers who have come of age in a digital world. Across TikTok, Instagram and YouTube they have nearly 250 million followers. As the consultant for social tourist, Marc DAmelio, 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. Love the damelio's!! Each collection will include limited-edition items, with new product dropping approximately every month.. Social Tourist builds on our successful relationship with two of the most popular social influencers, Charli and Dixie DAmelio. Abercrombie & Fitch Management Co. NEW ALBANY, Ohio, May 06, 2021 (GLOBE NEWSWIRE) -- Hollister Co., a division of Abercrombie and Fitch Co. (NYSE: ANF) is building upon its successful relationship with leading social media personalities Charli and Dixie DAmelio to launch Social Tourist, a new trend-forward apparel brand within the Abercrombie & Fitch Co. portfolio. The DAmelios are represented by UTA and Gary Stiffelman, Robert Kahan, and Kevin Yorn. 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. The product is a little bit more elevated than what we carry in Hollister, Horowitz said. They resonated so incredibly, both with our current Hollister customer as well as all the customers that they have brought into the brand by creating a pretty amazing halo of what they do.. While select pieces from the brand will be available IRL at Hollister stores, Horowitz said the company anticipates the majority of business will be done online. It taps into Gen-Zs digital-first mindset and the power of social selling, offering monthly limited edition digital exclusive drops that will not be restocked. The teen retailer, parent to the A&F, Abercrombie Kids, The brand, which features fashions that can be found trending across, Charli and Dixie DAmelio in Social Tourist, the brand they helped cocreate with, Social Tourist will make its debut in Hollister stores and. I just want everyone to be able to step out of the house in Social Tourist feeling the best they ever been.. And their family even has a reality show in the works. I was just so interested in it, and thats what I wanted to go to college for. Social Tourist will include things like men and womens T-shirts, fleeces, dresses, skirts, swimwear, socks, hats and water bottles across four distinct categories: dual gender, trend pieces, basics and swim. The sisters worked with Hollister on product selection, design, branding, positioning, and marketing alongside their father, Marc DAmelio. And thats what Social Tourist will do for us, really elevate it a little bit further. Social Tourist Media Contact:Noelia Callejas(614) 283-6192Noelia_Callejas@anfcorp.comBusiness Media Contact:Mackenzie Gusweiler(614) 283-6192Public_Relations@anfcorp.comInvestor Contact:Pamela Quintiliano(614) 283-6877Investor_Relations@anfcorp.com, A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/274f625e-59f5-4603-b24d-2d0d5fb12052, https://www.globenewswire.com/NewsRoom/AttachmentNg/274f625e-59f5-4603-b24d-2d0d5fb12052. They are leading influencers today and a partnership with them and right now is the absolutely right thing to do, Horowitz said. 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 Dixies personality are a bit edgier, with dark color palettes and patterns, where my vibe is shown through super feminine and cute styles. Charli & Dixie DAmelio have taken their partnership with Hollister, a teen and young adult retail brand, to the next level by launching their own clothing line called Social Tourist. For its initial May 20 launch, Social Tourist will be available exclusively in Hollister stores and online.. Later that month, the influencers launched a limited-edition apparel and accessoriescollection with Dunkin. The family has a strong background in the apparel industry with their father, Marc DAmelio, having over 30 years of experience in sales and design. Combined, the two sisters have more than 166 million followers on TikTok. Words such as estimate, project, plan, believe, expect, anticipate, intend, and similar expressions may identify forward-looking statements. The DAmelio sisters are equally as excited to continue working with the retailer. 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