Social Tourist, the brand created by social media celebrities Charli, Dixie D’Amelio, and Hollister Co. is launching its second release with the first-ever TikTok fashion show, “made by Gen Z, for Gen Z”.
The “trend-forward” new trend
Hollister launched the brand in May 2021, “imagined by Charli’s and Dixie’s experiences”, as a way to reach its global teen customers. On June 16, at 9 pm ET, the second product launch will be with a TikTok live premiere on Charli’s TikTok channel @charlidamelio.
Charli D’Amelio and Dixie D’Amelio decided to ditch traditional models and a runway and instead, they enlisted help from their TikTok family Avani Gregory, Madi Monroe, Markell Washington, Curtis Newbill, and Caroline Ricke to launch Social Tourist’s latest collection. Livestreaming will allow for exclusive commentary by the D’Amelio sisters on their inspirations and the brand.
The brand will allow viewers to view the looks live via a link to its Social Tourist website. They can also ask the sisters questions through the comments.
Charli D’Amelio stated in a statement that “Our global brand launch last week was so exciting for us and our relationship with Hollister. We’re both passionate about the opportunity to create a brand that blends both our styles into one creative expression that our fans will love exploring.”
The brand’s second Social Tourist top celebrates the D’Amelio sister’s individual personalities. It is inspired by Charli’s feminine style and Dixie’s preference for darker colors and patterns.
Limit-edition collections will include a range of tops and bottoms as well as jackets and premium basics, including four versatile tops.
Kristin Scott is the global brand president of Abercrombie and Fitch Co. She added that “We’re delighted to be leading the charge in leaning into Social and being the first brand ever to present a TikTok Fashion Show made by Gen Z For Gen Z – an important example of our innovative Test-and-Learn Culture.”
“Our goal to meet Gen Z customers wherever they are is our goal, which is why Social Tourist products will be available directly on this platform. We look forward to seeing what our customers think about the show and will continue to offer more exciting events in the future.
They currently have more than 250 million followers across all their social media channels. Charli, the first TikTok user to reach 100 million followers in November 2020, is D’Amelio’s.
