In a bold move blending family heritage with modern influence, Charli and Dixie D’Amelio, in collaboration with Abercrombie & Fitch Co., have launched Social Tourist, a standalone brand poised to redefine fashion for Generation Z. The brand is meticulously crafted to reflect the dual personas the D’Amelios exhibit online and offline, offering trend-forward apparel exclusively in Hollister stores and through its digital storefront.
Social Tourist marks a significant evolution in the D’Amelio family’s engagement with the fashion industry, integrating the seasoned apparel insights of their father, Marc D’Amelio, with the sisters’ fresh perspective at the heart of social media’s pulse. This fusion of expertise and zeitgeist has culminated in a brand that not only mirrors Gen-Z’s aesthetics but also their fluid identity explorations through fashion.
Starting their journey as Hollister’s “Chief Jeanealogists,” the D’Amelios have been instrumental in shaping product offerings, from denim fittings to social media challenges like the #MoreHappyDenimDance, which exploded with over 5.4 billion views globally. This synergy progressed naturally into the creation of Social Tourist, where the entire family could imprint their vision and values onto a brand that speaks directly to young, style-conscious consumers.
During the development of Social Tourist, the D’Amelios engaged in intensive brainstorming sessions with the Hollister team, embodying a collaborative spirit that is seldom seen in traditional corporate fashion endeavors. “We’re all tourists in our own way,” Charli explained, highlighting the brand’s philosophy of exploring personal identity through social platforms. Dixie emphasized the brand’s aim to simplify fashion choices, providing a one-stop-shop for comfortable yet stylish wardrobes.
The D’Amelio sisters have drawn from a rich familial engagement with fashion, observing their father navigate the intricate dance of garment creation and market dynamics. This background has enriched their approach, blending lived experience with formal industry mechanics. Marc D’Amelio, reflecting on the collaboration, noted the unique contributions his daughters bring to the table, highlighting the authentic partnership with Hollister that transcends mere commercial transactions.
Social Tourist is not just another celebrity brand; it is a statement on the potential of influencer-led fashion to foster a deeper connection with consumers through genuine collaboration and innovative design. As the D’Amelios continue to shape the contours of what young fashion looks like, Social Tourist stands as a testament to their vision of accessible, responsive, and dynamic apparel for the new age.
