Hollister has tapped rising pop star Freya Skye to be the face of its fall women’s denim campaign.
Skye, a 16-year-old English singer and actress, is pictured in denim both on and off the stage in the campaign.
As part of the deal, Hollister will launch limited-edition product, serve as an official sponsor of Skye’s North America, U.K. and European tour, and host exclusive in-store appearances across the U.S. and Europe this fall.
“Denim has always been a staple of self-expression, and this Hollister collection reflects the personal style and individuality we see in our customers,” said Carey Collins Krug, chief marketing officer for Abercrombie & Fitch Co., parent of Hollister. “Music is central to how our customers express themselves, and Freya’s authenticity, creativity and energy make her a natural partner for this campaign.”
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“Hollister has been a part of my life for as long as I can remember, and it’s always felt like a brand everyone connects to. I grew up with Hollister, so being able to partner together now feels incredibly surreal,” said Skye. “Hollister’s laid-back, versatile style really reflects how I live, always moving between everyday moments and being on stage, which is why I love their denim. For me, the perfect pair of jeans is something I can wear all day, no matter the occasion. I love how this collection lets you style pieces your own way while feeling comfortable and confident — it’s made for every moment.”
The fall collection features an updated range of styles, including ultra-low rise, baggy fits and adjustable waists, among others.
The campaign will roll out across digital, social and in-store channels, featuring exclusive content and behind-the-scenes moments inspired by Skye’s music.
The new denim collection is available in Hollister stores and online in sizes 00 to 20, and retails starting at $49.95. The company operates more than 500 stores globally.
Skye has amassed over 2.5 billion streams of her music and has more than 5 million social media followers.
