Collaborations

Abercrombie and Fitch's more teen orientated brand Hollister often releases campaigns or collaborations with celebrities for example in 2016 their back to school campaign featured the pop band Echosmith and in 2017 singer Charlie Puth was the face of the campaign.

Their most recent back to school campaign in 2018 featured singers Noah Cyrus and Khalid.

Khalid and Noah Cyrus in Hollister's #CarpeNow campaign

The two singers have joined Hollister's wider campaign "Carpe Now" and are focused around denim for back to school season with the slogan "Carpe the fit out of denim" playing on the phrase "Carpe diem" meaning to "seize the day".

The back to school campaign also focuses on anti-bullying as Hollister has partnered with the anti-bullying app Sit With Us.

With Khalid being 20 and Noah Cyrus being 18 and both having a young audience that crosses over with the target age of Hollister they are great candidates for the campaign.

As the Campaign is marketed towards teenagers it has taken place mainly online through Instagram, Snapchat, Facebook, YouTube, Spotify and the Hollister website and app.

The Sit With Us app helps disenfranchised students connect with each other so that they can have someone to sit with during lunch time. Both Khalid and Cyrus spoke of their school experiences and struggles. Khalid notes "I've definitely been a new kid and I've not necessarily been pushed to the side, but treated as if I'm of no importance because I was new. It was definitely hard for me not having a place to sit."

Hollister have also produced a collaboration with just Khalid where they released two collections featuring hoodies, jersey tops and nylon pants all with a 90's nostalgia feel to them.

A reoccurring theme throughout the collection is "Make More Music" which was the focus of the social media campaign for the collection encouraging customers to fill in the blank of "Make More ___" be it, for example, music, art or dance.