Hollister signs Khalid and Noah Cyrus for campaign

By

Cassidy Mantor

Published
Jul 13, 2018

Abercrombie & Fitch’s Hollister brand has announced a partnership with musicians Khalid and Noah Cyrus for the upcoming fall season, joining the brand’s Carpe Now campaign which will run throughout the year.

The singer-songwriters will front Hollister’s denim-focused back to school campaign, entitled "Carpe the Fit out of Denim". The campaign features the “Carpe Crate”, a recurring prop in the brand's wider Carpe Now campaign. The crate provides those who find it with items encouraging them to seize the day and, in this latest campaign set in Downtown LA, gives Khalid the "Denim Touch", which enables him to turn everything he looks at into denim, a metaphor for the universality of Hollister’s denim collection.

In addition to the denim focus, Hollister’s back to school campaign also features an anti-bullying message. The company has partnered with Sit With Us, an anti-bullying app that has seen 100,000 downloads in eight countries.

​Kristin Scott, Brand President of Hollister Co. said in a statement, “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.”

“I am proud to collaborate with a brand that celebrates inclusivity,” said Khalid. “I’m only two years out of high school and I still clearly remember the bullying that can happen in that environment.”

Hollister’s Carpe Now campaign includes hit songs "Silence" by Marshmello, featuring Khalid and "Team" by Noah Cyrus. The campaign is live and will continue to roll out on YouTube, e-commerce and social channels.

Additionally, Hollister will host a series of events focused on the Gen-Z consumer beginning this fall.