Charli and Dixie D’Amelio are gearing up to launch a brand-new clothing line.
The sisters, who rose to fame in 2019 after they began posting dance videos on TikTok, have partnered with the team at Hollister on the apparel label, to be called Social Tourist.
Charli and Dixie have taken a hands-on approach to the project, and have been involved in every aspect of design, branding, product selection, and marketing.
“We’ve always loved fashion, and it’s been amazing to be so involved in this process. 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.
Social Tourist will be comprised of gender-inclusive items, trend pieces such as dresses and skirts, everyday essentials, as well as swimwear. Each collection will also include limited-edition items, with the plan being to drop pieces each month.
“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 Dixie’s personality are a bit edgier, with dark colour palettes and patterns, where my vibe is shown through super feminine and cute styles. We can’t wait to put our vision out into the world!” noted Charli.
As always, the siblings are treating the venture as a family affair, and have employed their father, Marc D’Amelio, who has over 30 years of experience in sales and design, to serve as a consultant.
“Creating a new brand virtually was no small feat, but the excitement and energy of the D’Amelio family, combined with the talent and experience of the Hollister family, has allowed us to push boundaries and make this a reality,” added Kristin Scott, global brand president at Abercrombie & Fitch Co.
The collection will be available to purchase from Hollister stores and online from 20 May.
– Cover Media