After conquering social media, Charli and Dixie D’Amelio are indulging in the fashion world. Last year, they launched a clothing line in collaboration with Hollister Co. However, it seems that they have now fully taken over the clothing line and given it their own touch. It’s called Social Tourist and their expertise is in athleisure. Interestingly they worked alongside their father to develop their own brand and merch.
Within days of making their TikTok accounts, the D’Amelio sisters became famous.
Although Charli and Dixie D’Amelio started their TikTok journey together, it was Charli who became an overnight sensation. Few weeks after she started posting dance videos, her fan following skyrocketed. At the moment, she is the most followed person on TikTok with 130 million followers. Through her popularity, Dixie D’Amelio also saw a huge change in her fan following which reach 56 million followers. While Charli is working with brands like Dunkin’ Donuts, Morphe, Invisalign, and Hollister, the elder D’Amelio sister is into music. In 2020, she released two singles, Psycho and F**kBoy, and has performed in cities like Dallas, Boston, and Chicago. Meanwhile, their net worth is around $27 million collectively.
Last year, Dixie D’Amelio and family made their debut in the reality TV scene.
With the release of The D’Amelio Show on Hulu, the family saw a new kind of fame. While Charli and Dixie D’Amelio were already stars, their parents, Heidi and Marc also gathered popularity. However, the sisters were seen breaking down on the show for various reasons at various times. In one episode, Dixie D’Amelio wept and talked about the negative side of fame. After she received massive backlash for her Vogue interview, she could not hold it in. According to Charli:
“It’s extremely difficult to continue posting a platform where people that are watching your videos don’t actually, like, want to see you and a lot of the feedback is negative. That’s why I don’t speak as much besides on the podcast, because it’s scary. Every time I speak, everyone tells me I have no personality or I’m boring or uninteresting or I’m stupid. So it’s like… what do you want me to do?”
Recently, the sister launched their own clothing brand called Social Tourist.
Initially, they collaborated with Hollister to bring forward a clothing brand for teenagers. However, Charli and Dixie D’Amelio have fully taken over Social Tourist. According to them, this lifestyle brand is for teenagers to experiment with fashion and find what suits them best. At the moment Charli Dixie D’Amelio brand focuses on athleisure. Interestingly, their father, Marc D’Amelio helped them with product selection, design, branding, positioning, and marketing. While talking about the name of their brand, Dixie D’Amelio said:
“Being a social tourist can really bring everyone together to really interact with other people online. You’re able to use your own social media to portray yourself in whatever light you want other “social tourists” want to see you in.”