Charli & Dixie D’Amelio’s Social Tourist: Reinventing Holiday Party Style
The D'Amelio sisters turn traditional partywear upside down with Social Tourist's holiday collection.
Charli and Dixie D’Amelio are ushering in a new era of partywear with their trailblazing apparel brand, Social Tourist, in partnership with Hollister. Their latest holiday drop, titled VOLUME 6: The Headliner, proves that getting dressed up for a night out no longer means sacrificing comfort for sparkly drama. This is party style, the D’Amelio way—playful, accessible, and rooted in the uniqueness of Gen Z.
Contents
- Brand Origins: The Story Behind Social Tourist
- The Holiday Collection: Breaking the Partywear Mold
- Design Inspiration: Y2K Vibes Meet Party Energy
- Comfort as the New Code
- Sisterhood & Creative Partnership
- Shopping Details & Pricing
- Social Tourist’s TikTok Fashion Show
- Frequently Asked Questions (FAQs)
Brand Origins: The Story Behind Social Tourist
Launched in May 2021, Social Tourist is the result of a dynamic collaboration between the D’Amelio sisters and Hollister Co. Built on the foundation of their massive influence on TikTok, the brand quickly achieved buzzy status, garnering features in publications like Forbes and People. The mission: deliver on-trend pieces that reflect the ever-evolving styles of Gen Z, making authenticity and self-expression the heart of every design.
- Founders: Charli & Dixie D’Amelio (social media icons, TikTok’s most-followed creators)
- Retail Partner: Hollister Co.
- Launch Date: May 2021
- Target Audience: Gen Z, teens, and anyone who wants to experiment with fearless self-expression
From its inaugural line to every subsequent launch, Social Tourist has remained social-first, marrying digital culture with IRL fashion moments—nowhere more obvious than its TikTok livestream fashion show premieres, which allow fans to engage with every collection drop live, in real time.
The Holiday Collection: Breaking the Partywear Mold
The D’Amelio sisters’ latest offering, VOLUME 6: The Headliner, is the second capsule in their “Diaries of a Holiday Tour” series, following VOLUME 5: The Pre-Show. The new collection ditches outdated partywear conventions in favor of playful reinterpretations: out with the uncomfortable sequins and boxy silhouettes, but keep the beloved classic plaid and introduce Y2K flair. The focus is on chic, fun, and versatile looks that feel just as good as they look.
- Total Looks: 9 new designs
- Categories: Tops, bottoms, outerwear
- Signature Items: Keyhole tops, edgy bottoms, and plaid staples
- Philosophy: Style without discomfort; partywear should be worn, not endured
The new drop launches on December 3, with a shopping window that’s limited and high in demand—Charli and Dixie fans are advised to act fast if they want to secure their favorite pieces. The range bridges the gap between timeless classics and edgy statements, creating looks that allow wearers to feel uniquely themselves at any event.
Key Features of VOLUME 6: The Headliner
- Rejects “expected” party looks (e.g., excessive glitter, restrictive cuts)
- Leans on comfort-first designs suitable for events and downtime alike
- Acknowledges classic patterns (like plaid) while adding a modern twist
- Embodies Gen Z values: self-expression, versatility, and individuality
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Design Inspiration: Y2K Vibes Meet Party Energy
Y2K fashion has firmly rooted itself in Gen Z closets, and the D’Amelio sisters are determined to keep it thriving in their own inventive way. This collection draws from the tantalizing promise of a night out while attached to the comfortable nostalgia of early-2000s fashion. Dixie explains:
“I think Y2K will be around for a while because it’s so versatile and fun. Gen Z is all about self-expression so it only makes sense that this generation is so attracted to Y2K trends.”
While bold textures and retro detailing make a strong comeback, traditional expectations are flipped: looks meant for the dance floor are subtle, playful, and approachable. The D’Amelio sisters prove that standout style is not exclusive to sequins and drama.
| Classic Partywear | Social Tourist’s Take |
|---|---|
| Glitzy sequins and sparkle | Sleek keyhole tops and playful Y2K patterns |
| Stiff, boxy silhouettes | Relaxed cuts for movement and comfort |
| One-wear statement pieces | Versatile staples for mix-and-match outfitting |
| Limited classic prints (e.g., plaid) | Reinvented plaid and retro colors for modern style |
Comfort as the New Code
Comfort is not negotiable for the D’Amelio sisters. In their words, a party outfit is pointless if you cannot actually enjoy yourself wearing it:
“No one wants to be uncomfortable while at an event for a long period of time,” Charli told Cosmo. “If you can balance being comfortable and also feeling great about your outfit then that’s the perfect case scenario. I think we have a lot of really great, stylish pieces in this collection that we made sure are super comfortable while looking amazing.”
- Soft, movement-friendly fabrics
- No restrictive shapes or materials
- Pieces designed for both standing out and enjoying the moment
The collection’s signature pieces—from keyhole tops to upgraded plaid separates—invite “life of the party” energy but keep practicality at the forefront. It’s the shift from “fashion at any cost” to “fashion that fits your life.”
Sisterhood & Creative Partnership
Sibling partnerships can be fraught, but Charli and Dixie’s collaboration is rooted in mutual respect and shared creative vision. Surprisingly, they rarely clash over design decisions; their tastes naturally align, making working together a joyful process:
“It’s so fun. We tend to pick very similar pieces and have a lot of the same ideas when it comes to the way we see our line evolving,” Charli explains.
- Shared love for Y2K and Gen Z-driven fashion
- Unified approach to comfort-first design
- Balance of boldness (Dixie’s preference) and soft vibes (Charli’s signature)
For fans, the harmony between the sisters is part of the brand’s magic; every piece feels like an invitation into their world, blending their sensibilities for maximum style resonance.
Shopping Details & Pricing
VOLUME 6: The Headliner will be available for purchase on December 3, both at Hollister’s website and select retail locations. The collection, like previous drops, is expected to sell out quickly thanks to the demand from the D’Amelio sisters’ vast online following.
- Release Date: December 3
- Price Range: $25 to $80
- How to Shop: Online at Hollister and in select stores
- Note: Fast sell-out expected; early shopping recommended
This approach to pricing ensures accessibility without sacrificing quality or style, further cementing Social Tourist as a go-to brand for budget-friendly fashionistas who want wardrobe mileage and statement pieces in one.
Social Tourist’s TikTok Fashion Show: A Digital-First Launch
In perfect sync with their digital roots, the D’Amelio sisters debuted both VOLUME 5 and VOLUME 6 in livestreamed TikTok fashion shows, revolutionizing how Gen Z shops and celebrates new trends. Instead of traditional catwalks, the event featured top TikTok creators like Avani Gregg, Madi Monroe, Markell Washington, Curtis Newbill, Caroline Ricke, and Phoebe Hines.
- Interactive livestreams: Fans shop in real-time and ask questions
- Social Tourist TikTok filter available for fans to create their own videos
- Lookbook inspiration from famed TikTok personalities modeling the collection
- Strong focus on community, engagement, and self-expression
The result? A viral, record-setting campaign that merged entertainment, shopping, and social connection—core values of both the D’Amelio brand and Hollister’s Gen Z clientele.
Frequently Asked Questions (FAQs)
Q: What sets Social Tourist’s holiday collections apart from other partywear?
A: Social Tourist’s holiday drops forgo overdone glitz and prioritise comfort, versatility, and modern nostalgia through Y2K details and updated classics like plaid, making their looks feel as fun as they are wearable.
Q: Are the D’Amelio sisters personally involved in designing each collection?
A: Yes. Charli and Dixie work hand-in-hand on every aspect, from design concept to final selection, integrating their own tastes and widely appealing ideas.
Q: Where can I buy Social Tourist clothing?
A: Social Tourist is available through Hollister’s online store and selected retail locations. New drops tend to sell out quickly, so early shopping is recommended.
Q: What price range should shoppers expect?
A: Most items in the holiday capsules range from $25 to $80, making them accessible to teens and young adults.
Q: Why is Y2K style such a focus for Charli and Dixie?
A: They view Y2K fashion as endlessly versatile and a perfect canvas for Gen Z’s love of self-expression, anticipating its popularity will last for years ahead.
Q: How does the TikTok Fashion Show differ from traditional runways?
A: Rather than using professional models, the D’Amelio sisters enlist prominent TikTok creators and friends to showcase the line, prioritizing relatability, fun, and digital engagement.
Final Take: Social Tourist’s Legacy in Gen Z Fashion
Charli and Dixie D’Amelio’s Social Tourist isn’t just an apparel brand—it’s a reflection of a generational shift. Comfort, versatility, and communal engagement now lead the conversation about style. Every new collection becomes not just a wardrobe update, but a conversation with fans about what it means to show up as your true self—on TikTok, at a party, and anywhere you want to shine.
References
- https://shortyawards.com/14th/charli-and-dixie-damelio-x-social-tourist-tiktok-fashion-show
- https://www.cosmopolitan.com/style-beauty/fashion/a38393699/charli-and-dixie-social-tourist-exclusive/
- https://www.cosmopolitan.com/style-beauty/fashion/a36701262/charli-dixie-damelio-social-tourist-tiktok-fashion-show/
- https://www.cosmopolitanme.com/celebs/charli-and-dixie-damelio-are-hosting-an-actual-tiktok-fashion-show
- https://www.lsnglobal.com/article/view/26872
- https://www.cosmopolitanme.com/tags/charli-and-dixie-damelio
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