Hollister Co. is in a party mood.
The retailer, a division of Abercrombie & Fitch Co., will launch a special partywear collection designed in collaboration with Sydney Sierota, lead singer of California band Echosmith. The collection includes dresses, tops and bottoms that are inspired and created by the 19-year-old singer. It will be available Oct. 28 in 180 stores globally and on hollisterco.com.
Last October, Echosmith partnered with Hollister for the All Equal Campaign, which is a global initiative that promotes antibullying in schools. During that time, the Hollister team got to know Sierota’s sense of style and they came up with the idea to collaborate.
Echosmith, an American indie-pop band, was formed in February 2009 in Chino, Calif. The band is comprised of four siblings: Graham, Sydney, Noah and Jamie. Sydney plays the keyboard and is the lead singer.
For the Hollister project, Sierota worked alongside Hollister’s head of design, Lisa Lowman, and her team to conceive and create the collection. They shopped vintage stores in Los Angeles, looked through Sierota’s wardrobe and discussed details for each piece, such as pockets, sequins or beads.
In a telephone interview, Lowman said the collection has that “girly, shine element.”
“She loves shine and that playful feeling. She loves vintage,” said Lowman. She said that the Hollister’s designers would sketch the designs and she’d pick the colors and some of the details. “It was a real collaboration and very organic,” said Lowman. Sierota met with the team for fit meetings to refine and finalize every piece herself.
The collection consists of 11 styles which include matching top-and-short sets, dresses and a pair of coated black skinny jeans. There’s also a black skater dress with sequins and stars, embellished vertically for a shimmery rain effect, a matching top-and-short set in a deep Cabernet color with tarnished geometric beadwork across the front, a pair of leather shorts and a flowy back top with crystals embroidered as stars.
All pieces in the collection can be mixed and matched and dressed up or down. Prices range from $39.95 to $79.95.
Sierota said that “it was such a collaborative process with Lisa and the entire Hollister team. I can’t wait to see how fans style the pieces their own way and of course, I will be wearing it all on stage as we launch our new album.”
“Sydney embodies Hollister, a true Cali girl who is fun and optimistic. We loved getting to know her better and finding out the fashion trends she loves,” said Lowman.
The collection will be promoted on social media, such as Instagram and Snapchat, and Sierota will be making a personal appearance at the Broadway Hollister store in New York’s SoHo on Oct. 27.