Hollister teams up with TikTok Stars for teen mental wellness

By

Jennifer Braun

Published
Mar 2, 2021

American teen retailer Hollister is partnering with several TikTok stars and donating $1 million to several organizations nationwide, all in support of mental wellness. 

On Tuesday, the brand owned by parent company Abercrombie & Fitch Co, will invite TikTok stars Charli and Dixie D’Amelio, as well as Rebecca Black, Maggie Thurmon, Jack Wright, Teenager Therapy, and Zahra to surprise select U.S. high schoolers with virtual mental wellness pop-ups. 

The event coincides with World Teen Mental Wellness Day, an event the retailer started last year in partnership with the National Day Calendar -- a firm that tracks and registers U.S. holidays -- to reduce the stigma around teen mental health.

Moreover, Hollister created a limited-edition World Teen Mental Wellness Day product collection to support the Hollister Confidence Project, which is an ongoing global initiative that supports individuals and nonprofits in the teen mental wellness space. 

In 2021, the Hollister Confidence Project will grant $1 million across 20 non-profit groups and projects focused on areas including teen mental health, equity for young Black, Indigenous, & People of Color (BIPOC), safety and inclusion for LGBTQ+ youth, anti-bullying efforts and sustainability.

“Mental wellness continues to be a top priority for our teens and is more important to us than ever before, especially given the stressful events of the past year,” said Kristin Scott, global brand President at Abercrombie & Fitch Co. 

“As we celebrate the second annual World Teen Mental Wellness Day, we’re honored to continue using our platform to support self-care and help teens feel as comfortable and confident as possible.”