Hollister #HCoJeansMovement
Hollister’s #HCoJeansMovement campaign

Teen retailer Hollister is enlisting 30 of its customers to share personal thoughts for its latest social media campaign.

Referred to as a “celebration of uniqueness”, the #HCoJeansMovement initiative is a bid to drive engagement around denim ahead of the all-important back-to-school season.

As Michael Scheiner, VP of marketing and communications at parent company Abercrombie & Fitch Co, told WWD: “What brings all of these people together is their love of jeans. Jeans have always been a key part of our brand, especially during back-to-school.” Each of the models/customers in the campaign are indeed wearing Hollister jeans.

They do so in both stills and video format – holding up signs that express something that’s special about themselves, or something they believe in. In one, a teenage girl says: “I’m graduating early to pursue my dreams.” In another: “Dyslexia didn’t stop me from reading. It challenged me to be more well read.”

Others include: “Singing sparks my soul. All I need in life is a crowd and a mic.” Plus: “Nerd is my favourite label.” And: “I never let my friend group define me. I define myself.”

The assets will appear via e-mail and across Instagram, YouTube, Snapchat, Facebook, Hulu, Twitter and Spotify.