Social Tourist is the result of what happens when you mix Hollister Co and the internet’s hottest influencers, Charli + Dixie D’Amelio. The brand started during the peak of COVID-19 and heavily influenced the way we captured and sold the brand. With over 100 million eyes on the D’Amelio’s we launched TikTok’s first ever live fashion show, launched a iphone-only content capture strategy and opened a brick + mortar shop located in one of Los Angeles’s trendiest shopping districts, Melrose Ave. The brand was created to be gender-inclusive and aimed to be the go-to brand for Gen Zs who are moving onto the next grown-up phase of their lives after the more youthful Hollister Co.

Social Tourist was featured on Hulu’s “The D’Amelios” show, where the Hulu crew tagged along on the sister’s first shoot with us on the brand. The brand launched to the masses through online publications like Cosmopolitan, Elite Daily, POPSUGAR, E! Online, Forbes, WWD, The Business of Fashion, Nylon, People.com and more.

My particular role was to help launch the brand’s identity + creative direction, from the initial conception to overall ongoing creative/artistic  concepting, casting, photography, production and management.