To debut its new collaboration with New York designer Sandy Liang, Hole is inviting audiences right into a whimsical world that celebrates girlhood and creativeness.
The limited-edition Hole x Sandy Liang assortment, launching on Oct. 10, includes girls’s and youngsters’s attire that blends the retailer’s basic model with Liang’s playful, hyperfeminine aesthetic. It consists of items similar to a pleated denim mini skirt, a vegan fur crop denim jacket, and a bow-adorned hoodie.
To advertise the gathering, Hole is releasing its first animated movie, marking a inventive shift from current promoting that’s featured choreographed dances, catchy soundtracks, and celeb ambassadors similar to Gwyneth Paltrow and lady group Katseye.
Animated by visible artist Annie Choi, the advert is about in New York Metropolis’s Decrease East Aspect, on the road the place Liang’s father has a Cantonese restaurant known as Congee Village. Above the restaurant, a younger Liang’s vogue desires come to life via a magical closet.
Although the fantastical animation is a primary for Hole, it’s typical of the retailer’s strategy mixing nostalgia with modernity, stated chief advertising and marketing officer (CMO) Fabiola Torres.
“When you’re a millennial, you keep in mind when all these animations had been related,” Torres advised ADWEEK. “Hole at all times has these cues from a unique decade in our inventive.”
The Liang partnership made sense as a result of the designer is a longtime fan of Hole who performs with childhood nostalgia and has cross-generational enchantment, Torres stated.
“It’s two worlds colliding via confidence, creativity, and individuality,” she added. “[Liang] is a millennial mother now, and she or he connects with younger audiences as properly. It feels so Sandy, however so Hole on the similar time.”
The comeback tour continues
That is Hole’s newest buzzy collaboration because it continues a advertising and marketing technique to regain cultural relevance amongst each older followers and youthful generations. In August, it launched a group with baggage model Béis, whereas different vogue partnerships have included Harlem’s Style Row, Dôen, Madhappy, and Palace.
“Collaborations at all times carry that spark for the model, driving gross sales however relevancy on the similar time,” Torres stated.
Going through sluggish gross sales, Hole’s advertising and marketing revamp started with the arrival of former Mattel exec Richard Dickson as CEO of father or mother firm Hole Inc. in 2023. Torres and artistic director Zac Posen joined in 2024.
The model has additionally labored with Gen Z stars, together with Troye Sivan and Tyla.
To date, shopper sentiment to the brand new advertising and marketing technique “has been very optimistic… driving dialog and engagement,” Torres stated. “I don’t need [consumers] to see us as a model, I need them to see us as a peer, as an individual.”
Hole Inc. reported flat Q2 2025 gross sales, as much as $3.73 billion from $3.72 billion on 2024. It stated it anticipated President Donald Trump’s tariffs to price the enterprise between $150 million and $175 million this 12 months.
