ANF Launches New Brand with D’Amelio Sisters
Abercrombie & Fitch Inc. has created a new brand with social media stars Charli and Dixie D’Amelio, who combined have 250 million followers.
Lots of companies do collections with social media influencers. This goes beyond that because Social Tourist will become its very own, standalone brand.
Social Tourist will have four distinct categories: gender inclusive pieces, trend styles such as dresses and skirts, premium basics and swim.
New products will drop monthly and the initial launch on May 20 will be available exclusively at Hollister stores and online.
Hollister already had a relationship with the D’Amelio sisters, who created social media campaigns such as the #MoreHappyDenimDance challenge on TikTok that generated 5.4 billion views worldwide.
The D’Amelio’s father, Marc, who has worked in sales and design in the apparel industry, is a consultant for the new brand.