Social Tourist

Social Tourist is a Gen-Z apparel brand founded by TikTok stars Charli and Dixie D’Amelio in partnership with Abercrombie & Fitch Co. (Hollister). Launched in 2021, the brand merges social media influence, youth culture, and retail innovation, targeting digitally native consumers with collections that mix everyday basics, streetwear, and trend-forward statement pieces. Social Tourist operates as a joint venture — the D’Amelio sisters lead the creative direction and marketing, while Hollister manages production and distribution. Each collection is released in limited drops, often previewed through TikTok and YouTube campaigns that drive immediate engagement and sell-through. The brand’s positioning bridges creator culture and traditional retail, showcasing how influencers can shape mainstream fashion brands with direct audience insight.