Abercrombie & Fitch Co issued the following announcement on July 13.
Hollister Co., a division of Abercrombie & Fitch Co. (NYSE:ANF), and the global retail brand celebrating the spirit of endless summer, announced the launch of its partnership with musical artists Khalid and Noah Cyrus for the upcoming fall season. The acclaimed singer-songwriters will be part of the brand’s year long #CarpeNow campaign and will be integrated in Hollister’s marketing throughout the balance of the year.
As part of the fall season, the company will continue its support of anti-bullying efforts, a cause it has backed since 2013. Both Khalid and Noah will join Hollister in bringing awareness to the prevalent issue impacting teenagers around the world. This year, Hollister is proud to partner with Sit With Us, an anti-bullying app created by Natalie Hampton when she was just 16 years old and was herself a victim of bullying. The app, which aims to help students find allies and lunch buddies at school, has already seen more than 100,000 downloads in eight countries. Hollister’s support of Sit With Us will begin mid-September, with more details to be announced later this summer.
Hollister’s Back-to-School campaign, Carpe the Fit Out of Denim, sees the return of the ‘Carpe Crate’, a key element woven throughout Hollister’s ongoing #CarpeNow platform. The crate contains items that encourage those around it to seize any and every moment, living the spirit of summer every single day. The campaign focuses on the ‘Denim Touch’, which Khalid encounters in a crate while walking around downtown LA. With the ‘Denim Touch’, Khalid is able to transform everything he sees to Denim, and by doing so, showcases the breadth of the Hollister Co. collection on Noah Cyrus and others. The campaigns will include hit songs ‘Silence’ by Marshmello, featuring Khalid and ‘Team’ by Noah Cyrus.
As the brand continues to offer engaging experiences for its Gen-Z customer, Hollister Co. will be hosting a number of events across the nation this fall to ensure loyal customers continue to feel that spirit of summer even as they start the new school year. These will be unveiled through Hollister Co.’s social channels, Youtube and e-commerce sites.
“I am proud to collaborate with a brand that celebrates inclusivity. I’m only two years out of high school and I still clearly remember the bullying that can happen in that environment. I am proud to join the movement with Hollister and Sit With Us,” said Khalid.
“To be a part of this Hollister campaign alongside my friend Khalid is an absolute dream. I’m also proud to bring further awareness to Natalie’s Sit With Us app to make school a better place for all,” said Noah Cyrus.
“We’re excited to have both Khalid and Noah, such talented and relevant artists, bring their Carpe Now spirit to our customers as they start a new school year,” said Kristin Scott, Brand President of Hollister Co. “As a brand, we celebrate the freedom to belong, no judgement, and no demand other than to let others in, and as our customers head back to the classroom, we want to spread that message of inclusivity. We are grateful for Khalid and Noah’s support as advocates alongside Natalie and her Sit With Us app, which we hope to extend to more students around the world.”
To learn more about the campaign, visit www.hollisterco.com or @HollisterCo on social media and follow #CarpeNowHco.
Original source can be found here.
Source: Abercrombie & Fitch Co