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Charli and Dixie D'Amelio Launch Their Own Clothing Line for Hollister Co.

"We can't wait to put our vision out into the world," Charli says about the new line, Social Tourist, she designed with sister Dixie

Style + Beauty Assistant, PEOPLE

Charli and Dixie D'Amelio aren't slowing down anytime soon.

TikTok's most famous sisters announced on Thursday that the next chapter of their successful Hollister Co. partnership will be a standalone apparel brand under Abercrombie & Fitch Co. called Social Tourist.

Launching May 20 in Hollister stores and online at hollister.com , the line is inspired by social media and Charli and Dixie's life in the spotlight. The TikTokers — who, together, boast over 150 million followers on the video sharing platform — were instrumental in developing Social Tourist, leading everything from product selection, design and branding, to positioning and marketing.

They'll also get a little help from their dad, Marc D'Amelio, who has worked in sales and design and will act as a consultant for the line.

"We've always loved fashion, and it's been amazing to be so involved in this process," Dixie, 19, said in a statement. "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."

Charli, 17, shared that the first product drop will focus on "introducing the brand" to their millions of fans and followers, whereas the second collection (launching in June) will reflect the sister's individual personalities.

"Designs that reflect Dixie's personality are a bit edgier, with dark color palettes and patterns," the star explained. "My vibe is shown through super feminine and cute styles. We can't wait to put our vision out into the world!"

Both sisters posted a Social Tourist teaser video on Instagram Thursday morning, in which they're sporting black and white sweatpants sets embossed with the brand's logo. "When it comes to this whole life thing, the journey is the destination," Charli says in the clip.

"Hey, that's where we come in," they say in unison. "Let's unpack this life together."

The line — which will have new drops every month— will feature a few different categories, including swim, everyday essentials, trend-driven designs and gender inclusive items.

Back in June 2020, Charli and Dixie were named the faces of Hollister's Jean Lab . The unique partnership involved testing denim for a flattering fit and ultimate comfort with a little help from fellow Internet sensation Noah Pugliano and famed scientist Bill Nye .

"We hope that we can send the message that we can and should all feel comfortable in our own skin," the sisters told PEOPLE at the time. "Jeans are such a personal clothing item and sometimes it's hard to find the fit you feel best in, but they are also a wardrobe staple, so working together to ensure there was a fit for everyone was really important to us."

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Charli and dixie d’amelio on their first l.a. pop-up shop’s social media touches.

The TikTok-famous sisters and 'D'Amelio Show' stars chat about Social Tourist's new store, whether a beauty brand is in the works and more.

By Danielle Directo-Meston

Danielle Directo-Meston

E-Commerce Writer

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Charli and Dixie D’Amelio are wasting no time building their empire. Following the arrival of Dixie’s debut album and the news of Charli’s first fragrance, the UTA-repped , TikTok-popular sisters officially open their fashion brand Social Tourist ‘s first brick-and-mortar boutique today in Los Angeles.

Located on Melrose Avenue across from Adidas and Gucci’s shop , Social Tourist’s pop-up (8406 Melrose) stocks the latest drops from the Connecticut-raised D’Amelio Show stars’ affordable label designed in collaboration with Hollister, including the June collection that arrives online tomorrow. Priced from $20 to $80, the May capsule includes vintage-inspired silhouettes such as matching “dad shirts” and shorts sets in ’70s-inspired floral prints and terry fabrics, swimwear and coverups with O-ring detailing, high-rise baggy jeans finished with heart patches or cargo pockets, faux leather corset tops and fringed vests, and no shortage of cropped racerback camis and halter styles.

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“For these past few collections, it’s been a lot of very summer, happy, fun colors that we love to wear, and some neutrals that’ll keep it very cohesive,” Charli — who recently turned 18 — tells The Hollywood Reporter . “The color palette is super important and I think that’s something we really try to focus on and try to build around what you feel when you see [and wear] these colors.”

The June line comprises body-con dresses in comic book prints, colorful checkered tops and miniskirts and more. Rounding out the summer-ready pieces are loungewear essentials such as oversized logo sweaters, cropped polo shirts and color-blocked jogger pants.

Charli’s first fragrance, Born Dreamer, will be available at Ulta starting June 26 . Designed to be worn by everyone, the fruity and floral scent has a vegan formula and features top notes of anjou pear and orange zest, middle notes of sustainably harvested jasmine and pink sugar, and a musky base of cashmere woods and cedarwood.

Dixie, who uses just her first name as her musical moniker, released her debut album, the 15-track A Letter to Me , on June 10.

On her first fragrance, Charli explains that her 20-year-old sister and one very lucky barista were among the first to know about the light and floral scent, which Dixie says she has been spritzing on for the past year.

Social Tourist is expected to hold court through early 2023; the store is open Monday through Saturday from 11 a.m. to 7 p.m., and Sunday from 12 to 6 p.m. Keep reading below for more from THR’ s chat with the sisters, and shop the latest Social Tourist apparel online here .

What was it like stepping into the store for the first time? Did you incorporate any social media-friendly design touches?

CHARLI D’AMELIO I don’t think anyone knew what it was going to look like, but as we were talking about what’s actually going to be in the store, [we wanted it to be] functional and super fun but trendy. It’s sick. It turned out perfect.

DIXIE D’AMELIO There’s absolutely lots of [social media-friendly] design touches. In the fitting room, the lights change with what you’re wearing, the [Social Tourist] sticker in the mirror is backwards for when you take a picture.

Everything is very vacation-friendly. Do either of you have any vacations coming up this summer? Which Social Tourist pieces will you be wearing?

DIXIE My summer’s booked but I plan on wearing some of it for the tour, which will be really fun. Maybe we can go on vacation …

CHARLI I don’t have any vacations planned!

With each of you working on projects last year, we’re guessing you both got to be in on each others’ secrets. Charli, did you get to give Dixie a preview of Born Dreamer? 

DIXIE I’ve been using it for a year, everyone tells me it smells so good and I wasn’t allowed to say anything.

CHARLI  I was at a [coffee shop] and the woman who was taking my order was like, “Oh my goodness, what perfume are you wearing?” I was like, “I actually cannot tell you, but I’m going to write down the date and where you can get it and the name, but you cannot tell anyone.” It’s having to keep those secrets is the hardest thing in the world because when someone asks, I feel so bad saying, “I cannot tell you.”

I’ve never had a signature perfume that I wore every day and that was super interesting because nowadays with me, perfume is what I do before I leave or before I see anyone, and it just makes me feel so put-together. Not having that, I knew something was missing but I [didn’t want to] go try a whole bunch. I didn’t know how fragrances affected everyone based on their body chemistry … I think that there’s something so fun about Born Dreamer in that it really does work for everyone. All of my friends that I’ve given it to and I talk about it all the time, and I’ve been able to have those conversations — “How does it wear on you?” All of my friends are very different so it’s nice to hear positive feedback from everyone.

And Dixie, did Charli get to hear the album first?

DIXIE Charli wasn’t allowed to hear it.

CHARLI Me, Dixie and [her boyfriend] Noah [Beck] had a listening party and she played three seconds of each song. It’s the most annoying thing in the world because I was like, “Okay, can I hear it?” And she’s like, “Yeah!” And then she shuts [the song] off. I get to hear the first four beats. I love the album and I’ve obviously seen how hard she worked on it for so long, so it’s really nice to see it actually come together and be out and be able to listen to it on Spotify instead of having to search for it in my phone.

Now that summer has officially begun in L.A., what are your favorite skincare hacks for the hotter months?

DIXIE Just face oil, that’s my go-to every day and every night. Whatever’s closest, literally any kind of face oil and I just put it on, that’s the most refreshing feeling for me. I’m very lucky to not have super oily skin, but I have super dry skin. So I literally put it on my hairline too; that’s my go-to for everything.

CHARLI Skincare has been something that I’ve been focusing on a lot. I’ve had some skin struggles for a while, so I’m nursing back to health, and rebuilding my skin barrier is something that I’ve been doing a lot, like morning, afternoon, night, very on a schedule.

Are there any plans to perhaps launch a beauty brand?

CHARLI I think anything’s possible but it’s not in the cards right now. I definitely want to figure [it] out.

DIXIE I think I would do makeup remover wipes.

CHARLI  I think she should do lazy girl makeup.

DIXIE Lazy makeup would be the best thing ever. Literally take it all off and tattoo it on for the day. Now I just had an idea!

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Dixie and Charli D'Amelio's Final Holiday Drop Has Hero Pieces to Wear For the Afterparty

Dixie and Charli D'Amelio 's final holiday drop from their collection Social Tourist is here, available to shop on Instagram right now and hitting stores and launching online in partnership with Hollister on Dec. 23. "Diaries of a Holiday Tour" Vol. 7 is titled "The After Party," and is comprised of hero items one might wear in a COVID-safe, post-concert environment in the lead-up to the new year. From tattoo-inspired graphics on a mesh long-sleeve top to pants with metallic shine, the six-piece line ranges from $30 to $80 in sizes XS to XL, and is both edgy and comfortable all at once.

"I really love our Corset Sweatshirts, they're so unique and different from an average sweatshirt, making it easy to elevate an outfit with them. I've also been wearing our Ultra High Rise Baggy Faux Leather pants a ton and I love to pair them with the Mock Neck Side Tie Sweater," Charli told POPSUGAR in an exclusive interview. Dixie's approach to holiday dressing revolves around one hero item, which for her is the aforementioned side-tie sweater since it's versatile and easy to pair with basics.

As far as sharing their everyday clothing goes, Charli feels like it's an unspoken rule to be able to shop in your sister's closet, though they no longer live together. That being said, working alongside one another on their clothing line is a treat. "Being able to connect directly with our supporters is such a special feeling. We love hearing their feedback and when we see everyone in Social Tourist it's definitely something I would've never imagined. Seeing people love something we've spent so much time creating is indescribable," Dixie said.

Ahead, see the latest drop of campaign images, then scroll through each of the pieces meant to encourage self-expression in your own wardrobe.

• Celebrity Designers
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