A Case Study for Creative X Entertainment's co-production with FlightHouse and IF7 for Hollister; Social Tourist [Ft. Charlie and Dixie D'Amelio]
The Mission
Social Tourist, the new trend-forward apparel brand from global teen retail magnate, Hollister Co., and social media stars, Dixie and Charli D’Amelio, launched in May 2021. Along with incredible hype and PR buzz, as one would expect from the affiliates, the news of the launch was everywhere from Forbes, E News, to People Magazine.
Having just launched a brand with the most followed creators on TikTok, and with Hollister’s second product launch on the imminent horizon – a new challenge emerged for the marketing team: “How do we top this?” Well, that's where our creatives came in to help.
From the first call with our Hollister and production partners, FlightHouse Media and IF7, our direction for Social Tourist's goal was communicated effectively and quickly! Direction by Sevag Chahinian and the FlightHouse team including Kayla Nierei & Ash Stahl, it was only natural that things matured smoothly with attention to detail.
The production team and Hollister decided the best reveal to the collection, one that would provide the biggest BOOM for engagement and brand loyalty, would be a LIVE Tik-Tok fashion show that incorporated engaging activities geared towards a Gen-Z audience.
The idea was a clear winner and the pre-production began.
The Approach
It was decided early on that this wouldn’t be your traditional fashion show. Instead of models on a catwalk, Dixie and Charli enlisted their TikTok family and friends, Avani Gregg, Madi Monroe, Markell Washington, Curtis Newbill, Caroline Ricke, and Phoebe Hines to debut Social Tourist’s latest collection.