Hollister Covers Green Day Hit With Gigi Perez in Summer Campaign

Hollister is hoping a 27-year-old song will sell to a new generation during graduation season.

Instead of pushing a traditional summer campaign, the Abercrombie & Fitch-owned brand leans into music-led storytelling.

It has teamed up with singer-songwriter Gigi Perez to cover Green Day’s "Good Riddance (Time of Your Life)."

The track anchors what Hollister calls its largest summer push yet, built around nostalgia, transition, and the emotional weight of leaving high school behind.

The campaign centers on a live-recorded performance and music video directed by filmmaker Natalie Simmons.

It’s a stripped-back acoustic version, intercut with scenes of graduating seniors navigating their final days together.

The brand described the collab as "the first time [Green Day has] allowed a partner and another artist to approach the song at this level," showing how tightly the band has controlled the track’s legacy.

For Hollister, the choice of Perez was more about tone, even though she brings a sizable following across TikTok and Instagram.

"We love her emotional storytelling and the way she connects life moments with her audience," said Joanna Ewing, senior vice president of creative marketing.

"It’s similar to what we aspire to do with our marketing and creative work."

Perez herself framed the project through personal memory.

“I grew up listening to Green Day,” she said. “They’re very much a big part of my childhood.”

This sense of nostalgia becomes the backbone of the campaign, tying a legacy track to Gen Z’s own milestone moment.

While Hollister's approach utilizes celebrity marketing, the focus is on emotion instead of her star power alone.

And by doing so, the brand is effectively positioning itself as a companion to key life moments.

A Memory-Focused Rollout

The music video unfolds around what Hollister calls a “Memory Market,” a conceptual space where objects represent defining moments from the school year.

It’s all about small, recognizable experiences that build toward graduation.

Alongside the video, the brand launched a limited "Time of Your Life" collection that spans denim, accessories, footwear, and apparel.

Many pieces include subtle graduation references like “Class of 2026” details, aiming to turn the emotional theme into something wearable.

The distribution is equally wide, with the reimagined track dropping across streaming, social, and video platforms last March 26.

The brand is also continuing its presence in music spaces, building on earlier efforts like sponsoring Lollapalooza aftershows, where it first connected with Perez.

Last year, Abercrombie & Fitch Co. reported net sales of $5.3 billion, reflecting strong growth across its portfolio of brands.

Hollister’s Music-Led Graduation Push

For brands targeting Gen Z, Hollister offers a clear example of how emotional timing can boost your brand's relevance:

• Campaigns that tie into life milestones can create stronger emotional recall than product-led seasonal promotions.
• Music partnerships work well when the artist’s personal story aligns closely with the campaign’s core theme.
• Limited collections gain more traction when they push a narrative rather than exist as standalone product drops.

The real question is whether this kind of storytelling can consistently convert sentiment into sustained sales not confined to a single season.

Our Take: Can Nostalgia Still Sell to Gen Z?

There’s always a risk when you touch something this iconic, because you do more than just borrow a song.

You’re stepping into people’s memories, and they’ll know immediately if it feels off.

Hollister didn’t overcomplicate it. 

There's no big concept trying to outsmart the audience; just a familiar song, a new voice, and moments most people recognize.

We've seen too many brands chase youth trends by moving faster and louder.

However, Hollister does the opposite by slowing down and trusting the feeling of nostalgia.

In other clothing brand news, Calvin Klein recently teamed up with Dakota Johnson to promote its Spring 2026 collection, continuing its minimalist sensuality branding. 

Campaigns that connect timing, music, and narrative often require tight alignment across concept and execution. Explore these top creative agencies in our directory.