Abercrombie & Fitch-owned Hollister has chosen 160over90 as its influencer and public relations AOR.The company will present communications technique and lead Hollister’s influencer program, The Hollister Creator Collective. 160over90 received the account after a aggressive pitch, however declined to reveal who else participated within the overview. The pair started working collectively earlier this 12 months on Hollister’s influencer program, which launched in June. Led by Derek Goode, VP and group director of influencer advertising and marketing at 160over90, the account marks Hollister’s first PR company relationship. “Our precedence is to create probably the most inclusive and consultant roster of genuine Gen Z creators,” stated Goode in an electronic mail. Hollister’s Creator Collective consists of 32 influencers, together with style influencer Miranda Rae and dancer Jackson Chavis. The group conducts dwell buying streams, curates collections and does social media takeovers for Hollister on TikTok and Instagram. The creator program, which can run till January 2022, is a part of Hollister’s rising influencer technique. The model partnered with TikTokers Dixie and Charli D’Amelio on the launch of its “Social Tourist” line in May. “For Hollister, our precedence is displaying up authentically the place our Gen Z shopper is,” a Hollister spokesperson stated. “Partnering with influencers our shopper appears to be like as much as, and these creators which are actively taking part in a job in shaping tradition, is an important a part of that effort.”
