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In fact, graduation and the nostalgia around senior year are the themes of its latest campaign, which stars 26-year-old singer-songwriter Gigi Perez (1.6 million TikTok followers; 531,000 Instagram followers). The anchor of the campaign is a music video, in which Perez performs Green Day\u2019s 1997 hit \u201cGood Riddance (Time of Your Life).\u201d The brand called the video \u201cthe first time [Green Day has] allowed a partner and another artist to approach the song at this level.\u201d<\/p>\n
Hollister connected with Perez at Lollapalooza last summer, where it sponsored the festival\u2019s late-night concerts, dubbed aftershows. <\/p>\n
\u201cWe love her emotional storytelling and the way she connects life moments with her audience. It\u2019s similar to what we aspire to do with our marketing and creative work,\u201d said Joanna Ewing, the brand\u2019s svp of creative marketing. While it looks for partners who are a match on paper \u2014 who Gen Z is listening to, for example \u2014 Hollister is also looking for emotional resonance, she said. \u201cWe will look at the fan base and the comments and the enthusiasm and the spirit of the community that any artist builds, and how that fits with the spirit of our own [community],\u201d Ewing said. Perez broke out in 2024 with \u201cSailor Song,\u201d<\/a> which went viral on TikTok and surpassed 1.7 billion streams on Spotify.<\/p>\n The brand brought Perez the idea of covering the Green Day classic, which has often been thought of as a graduation song. \u201cThe Green Day song is timeless. And social media today has created this world where songs from the past and songs from the present live together in one timeline,\u201d Ewing said, regarding the choice to use a 29-year-old song. <\/p>\n The music video also features members of the Hollister Style Hub, the brand\u2019s creator collective. \u201cMost of the talent in the video are authentic brand fans and seniors out here. It was shot in Monrovia, outside of L.A., and it was an amazing day,\u201d Ewing said.<\/p>\n Fashion brands working with musical artists isn\u2019t a new phenomenon, but it remains a popular marketing tactic. Ewing noted that Hollister itself has a long history of connecting its brand to music, dating back to selling physical CDs and making playlists for its stores. In 2024, the brand introduced its Feel Good Fest music program, which brought artists including Benson Boone, JVKE and Dylan Conrique to high schools and select venues nationwide.<\/p>\n