Hollister Launches Back-to-School Campaign on TikTok

To stay top-of-mind amid a shaky back-to-school season, Hollister Co. partnered with TikTok stars Charli and Dixie D’Amelio and Noah Pugliano for its latest campaign.

Serving as the brand’s “Jeanealogists,” Charli, Dixie and Noah work together with science educator and television personality Bill Nye, who explains to them the science behind Hollister’s perfect denim fits. The content will be featured across Hollister’s social channels and in store.

Charli, Dixie and Noah are also launching the #MoreHappyDenimDance—a TikTok challenge choreographed by Charli that encourages users to share their “happy dance” when they slip into the perfect pair of Hollister jeans. Fans who participate will be entered to win a virtual meet-and-greet with the TikTok stars.

“We are thrilled to partner with Charli, Dixie, Noah and Bill, as they combine the excitement of TikTok with the nostalgia that our teens love,” says Kristin Scott, president of global brands at Abercrombie & Fitch Co., Hollister’s parent company. “This is the start of a longer-term relationship with Charli and Dixie, both of whom share our passion to spread positivity and build confidence among teens—especially during the uncertainty that surrounds this year’s back-to-school season.”