NEW ALBANY, Ohio, July 13, 2018 (GLOBE NEWSWIRE) -- 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.
About Hollister Co. The quintessential retail brand of the global teen consumer, Hollister Co. celebrates the liberating spirit of the endless summer inside everyone. Inspired by California's laidback attitude, Hollister's clothes are designed to be lived in and made your own, for wherever life takes you. A division of Abercrombie & Fitch Co. (NYSE: ANF ), Hollister provides an engaging, welcoming, and unique shopping experience through its global e-commerce websites and its approximately 540 retail locations.
About Khalid Five-time Grammy ® nominated artist Khalid has seen great success since he released his first single “Location” right before his high school graduation. The song’s domination led to Khalid’s major label deal with Right Hand Music Group/RCA Records followed by the release of his debut album American Teen . The album received mass critical acclaim with Rolling Stone calling Khalid a “pop prodigy” and TIME Magazine stating, “ “His thoughtful, relatable reflections on modern youth culture and the limitations of love are just as pitch-perfect as his soulful, measured delivery.” American Teen shattered expectations, as it stayed in the Top 200 for 51 weeks, peaked at #4, and stayed in the Top 20 for 48 out of the 51 weeks it was in the Top 200. The singer-songwriter has over one billion streams worldwide across all partners, his first single “Location” is certified 4x Platinum by the RIAA, and his previous single “Young Dumb & Broke” is certified 3X Platinum. Since the album’s debut, Khalid has garnered five 2018 Grammy ® nominations including Best New Artist and landed on the cover of Billboard’s 2018 Grammy ® Preview issue. He was also nominated for 2017 BET Award for Best New Artist, a Teen Choice Award for Choice R&B/Hip-Hop Song for “Location”, and a 2017 American Music Award for Favorite Song-Soul/R&B for “Location.” Khalid also won Top New Artist at the 2018 Billboard Music Awards, Best New Artist at the 2017 MTV Video Music Awards and an MTV’s Woodie To Watch Award. In addition to American Teen , Khalid has collaborated with some of music’s biggest stars. He has been featured on a number of songs including mega hits like Calvin Harris’s “Rollin” with Future, “1-800-273-8255” with Logic and Alessia Cara, “Silence” with Marshmello, “Lovely” with Billie Eilish, “Youth” with Shawn Mendes, and many more. Khalid’s current singles “Love Lies”, a duet with Normani, and “OTW” featuring Ty Dolla $ign and 6lack are burning up the airwaves. Khalid recently wrapped up his third sold-out North American headlining tour.
About Noah Cyrus Noah Cyrus’ star began to shine in 2017, as her debut single “Make Me (Cry)” went straight to #1 on Spotify’s Viral Global Chart within hours of release, and has since surpassed 500 million global audio and video streams. The introductory platinum-selling song was met with unanimous praise in the U.S. and abroad, with Dazed calling it a “leftfield pop ballad” and Rolling Stone deeming it an “R&B-tinged pop tearjerker.” Cyrus has become known for “penning honest pop bops as an ode to her independence,” according to Wonderland and her songs have been continually deemed “anthems,’ as she continues to convey reflections on her generation. She has collaborated with an impressive list of her peers including Labrinth, MØ, Marshmello, Jake Bugg and Alan Walker, to name a few. The 18-year old rising pop star has earned an MTV “Best New Artist” nomination and hand-picked to open for Katy Perry on her 2017 U.S. tour. Cyrus recently sold out her first Los Angeles show at the Troubadour in mere minutes and just announced her first-ever headlining tour across the U.S. in the Fall of 2018. This past year, she once again made an appearance at Coachella, for the second year in a row, this time joining Alan Walker for “All Falls Down.” Currently, Cyrus’ sentimental duet “Team,” with MAX is hitting airwaves nationwide, while she continues to collect accolades for her catchy pop songs.
About Sit With Us Sit With Us, Inc. is a 501(c)(3) nonprofit corporation founded by 17-year-old Natalie Hampton. The organization is devoted to developing anti-bullying and kindness programs, including the award-winning Sit With Us mobile app.
Media Contact: Ian Bailey Abercrombie & Fitch (614) 283-6192 Public_Relations@abercrombie.com
Investor Contact: Brian Logan Abercrombie & Fitch (614) 283-6877 Investor_Relations@abercrombie.com
A photo accompanying this announcement is available at http://www.globenewswire.com/NewsRoom/Attachm...3d9a76cb0f
