HOLLISTER RELEASES COLLECTION WITH MUSICAL ARTIST KHALID

Hollister Co., a division of Abercrombie & Fitch Co., has co-created a product collection with musical artist Khalid. The collaboration was unveiled at the Teen Choice Awards Sunday, August 12th, when Khalid’s dancers performed wearing items from the collection. Khalid won the Teen Choice Award for Breakout Artist and his song “Love Lies”, a duet with Normani, won the Teen Choice Award for R&B/Hip-Hop Song of the year. Khalid’s product collaboration with the retailer will have two separate drops, one as part of Hollister Co.’s fall season, and the second as part of its holiday season.

Khalid worked closely with Hollister Co.’s design team to bring his ideas for the collections to life. Heavily influenced by 90s nostalgia, music and graphics, Khalid’s fans will recognize his aesthetic throughout the collection’s 13 styles, which can be matched and coordinated, with fleece hoodies, long and short sleeve jersey tops, jackets, and nylon pants.

“I am so excited to finally reveal my product collaboration with Hollister Co. It’s been a great experience getting to work with the design team there,” said Khalid. “Throughout the process, we realized we shared similar ideas and the same overall vision for how the collection would look, so that made it easy and fun. The best part though will be to see fans wearing the pieces, styled in their own way!”

Aside from a dual-branded logo, the other graphic featured throughout the collection was developed for Khalid by the design team, who were inspired by his quote “There’s no risk in chasing your dreams.” The creative, which says ‘Make More Music’, will be part of a social media campaign the brand will run in conjunction with the release of the collection. Customers will be encouraged to fill in the blank with ‘Make More_’, be it, music, art, dance, plans or friends. The campaign will connect and engage the brand’s Gen-Z customers and hopefully inspire them to undertake this call to action. Hollister will also host a live giveaway on Instagram, during which customers can win the collection and other prizes.

“Working with an artist like Khalid, who shares our ethos to celebrate the freedom to belong, to believe in oneself, is a unique opportunity,” said Kristin Scott, brand president of Hollister Co. “As we continue to put our customer at the center of everything we do, creating innovative and engaging partnerships that build emotional connections with them is our primary focus. The Khalid for Hollister collection is an assortment that we think both our guys and girls will love, and a campaign that will generate positive conversation amongst our core demographic.”