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Can TikTok’s Biggest Stars Build Abercrombie’s Next Brand?

A new partnership with Dixie and Charli D’Amelio, in the form of a brand called Social Tourist, gives a look at the company’s ambitions.

Charli and Dixie D'Amelio. Courtesy.

By

M.C. Nanda

07 May 2021

BoF PROFESSIONAL

Abercrombie & Fitch Co. is betting big on influencers. While countless brands have recruited young TikTok or YouTube stars to promote loungewear or model products, the company is going a step further. In a bid to solidify loyalty from young consumers, it is launching a new brand in partnership with TikTok stars Charli and Dixie D’Amelio.

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