Charli and Dixie D’Amelio hosted a digital fashion show of sorts yesterday evening to plug the second drop from their Gen Z-focused fashion line, Social Tourist.
Social Tourist is a sub-brand of Hollister, which is in turn owned by Abercrombie & Fitch. The livestreaming fashion show took place on Charli’s TikTok channel, the biggest on the platform with 118 million followers.
Rather than a traditional catwalk, the sisters enlisted a slew of fellow TikTok stars to showcase items from the collection, including Avani Gregg, Madi Monroe, Markell Washington, Curtis Newbill, Caroline Ricke, and Phoebe Hines. The live stream also saw the D’Amelios offering commentary about each piece, complete with a link to shop the collection on its proprietary website in real-time. Charli and Dixie also answered viewer questions in the comments of the stream.
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The second Social Tourist drop, billed Volume 2, merges Charli’s feminine style with Dixie’s preference for darker colors and patterns, including tops, bottoms, jackets. Subsequent limited-edition drops will arrive monthly, including gender-inclusive items, trendier dresses and skirts, everyday essentials, and swimwear. Items range in price from $25 to $85.
“Our global brand launch last month was such an exciting moment for us and our relationship with Hollister,” Charli said in a statement. “We’re both really passionate about the chance to create a brand together that blends both of our styles into one creative expression that we know our fans will love experimenting with.”
The D’Amelios currently count 250 million followers across all social media platforms, and have been working with Hollister since 2020.