Khalid, Noah Cyrus join Hollister for anti-bullying campaign

Abercrombie & Fitch Co.’s Hollister brand has teamed with
singer-songwriters Khalid and Noah Cyrus for an anti-bullying campaign
directed towards educational institutions.

The retailer is backing
Sit With Us, an app developed by 16-year-old student Natalie Hampton to
help facilitate new friendships in schools. It will also launch a year long
#CarpeNow social media campaign – which will be a part of their forthcoming
marketing efforts. Hollister, which has promoted an anti-bullying message
since 2013, is behind the Carpe the Fit Out of Denim movement – releasing
items that encourage buyers to seize any and every moment.

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

Cyrus echoed similar sentiment, “To be 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.”

Kristin Scott, brand president for Hollister
Co., added, “As a brand, we celebrate the freedom to belong, no judgment,
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.”

The two singer-songwriters will also be part of the brand’s yearlong
#CarpeNow campaign. They will become integrated with Hollister’s marketing
throughout the balance of the year, including the back-to-school campaign,
“Carpe the Fit Out of Denim.”

Hollister is set to kick off a series
of events throughout the U.S. that cater to young customers starting this
fall.

Photo: Abercrombie & Fitch and Hollister SS18