TikTok is now on the front row – how brands can adapt to a new era of fashion taste makers
Enough time has passed since Fashion Month, and it's safe to say that my foot blisters have made a strategic retreat, presumably seeking refuge in more sensible shoes. Whilst my penchant for impractical shoe choices remains constant, the fashion world has certainly seen some changes.
In recent years, I've traded my spot as a mere velvet rope spectator for a front-row view of the fashion revolution. It's been a seismic shift, with TikTok as the force behind it. Our TikTok community, a blend of fashion aficionados, beauty experts, designers, and established brands, is crafting the fashion landscape with runway-like finesse, all conspiring to reshape the very fabric of fashion’s future. Even the major players have awoken from their beauty sleep.
In the not-so-distant past, nabbing a coveted front-row seat at a fashion show was an enigmatic privilege, accessible only to a fortunate few. Yet, in today's TikTok-powered realm, hashtags like #FashionCritic and #FrontRow have magically transformed into golden tickets for the entire TikTok community, thrusting them onto the FROW.
This transformation is a game-changer for up-and-coming designers and creative talents, offering them an uncharted realm and canvas to flaunt their fashion prowess. With hashtags like #fashion and #personalstyle, they're not just designing; they're curating trends and opening up a whole new world to a highly engaged community of followers.
While London Fashion Week remains a pinnacle event, TikTok's influence is no fleeting vogue. It's a perennial presence, and brands are realising that this isn't just a seasonal trend. There has been no better time for brands to strut the TikTok runway. Fashion brands on TikTok need to consider a few key factors for maximum impact, ensuring they connect with the community authentically.
Use creators to democratise your front row
TikTok has ushered in a new generation of fashion critics and commentators who don't just watch fashion shows; they dissect them with surgical precision. During Fashion Month SS24, TikTok unveiled the #TikTokFashion collective, a dynamic assembly of creatives and designers. These are the voices of the future, and partnering with them is the key to unlocking TikTok's inherent potential. These TikTok critics wield power in their engagement. They don't just watch from afar; they're active participants and have a knack for simplifying complex fashion concepts.
Take creators like @andreacheong and @ladymollyelizabeth, spearheading TikTok's fashion frontier. With their in-depth knowledge and a keen eye for detail, these TikTok trendsetters have become the heralds of a new era in fashion analysis. Brands should seize the wisdom of these "TikTok Fashion Critics," infusing authenticity and cultural insight, reshaping their image. The proof is in the numbers - collaborating with TikTok creators can boost Brand Favourability by a substantial 26%.
@fashionboy Nothing like a fab collab!! @Coach #coachxtomwesselmann #coachny #collab #ad
A prime example is Coach's partnership with @FashionBoy, unravelling the history and rationale behind their Tom Wesselman collection, a move warmly embraced by the community. By doing so, brands ensure their relevance and accessibility to an audience they may not have even considered relevant.
Create bespoke content and campaigns, using creators as brand consultants
It’s not just about collaborating with creators; it's about utilising their behind-the-scenes wisdom. TikTok is a game-changer that challenges traditional fashion norms, where originality is the crown jewel.
TikTok's transformative touch has reshaped how fashion brands navigate their business strategies. Take SHOWStudio, for instance, a brand on a quest to stretch the limits of fashion broadcasting. They've set their sights on TikTok's easily digestible "green screen" content to offer a fresh perspective to a new audience. It's an entertaining and platform-specific approach that breaks boundaries.
@showstudio [Part 2] 'The random mixture of props that saying different things that give you visual cues to what the photograph is about is all part of the photographer's game' - Nick Knight. In Nick Knight's latest episode of 100 Photographers, Knight chooses to spotlight the work of Tim Walker and Angus McBean; both undeniable masters in how they utilised props on set and in their spellbinding photographs. Let Knight take you for a deep dive into the life and creative journey of these two legends, who are known to have produced some of the most delectable imagery in the history of fashion photography. #fashion #nickknight #photography
And for small businesses and emerging designers, TikTok is a stage to shine. Empowered to flaunt their talents, they can join forces with creators in crafting bespoke campaigns that echo their unique voices in the ever-evolving chorus of fashion.
Interact with the community in authentic and unexpected ways
The term "authenticity" has danced through the halls of discussion for some time now, sometimes feeling like an outsider, perhaps even incongruous when applied to the intricate world of fashion. Yet, we have witnessed an essential thread woven into the tapestry of our current narrative – that of democratisation. Within the dynamic realm of TikTok, high culture and pop culture harmoniously coexist, as authenticity emerges as the currency of influence.
In practice, this means that fashion brands that showcase their candid side are likely to be more popular, especially those who can show the convergence of high and popular culture, rather than those that are overly polished.
Hugo Boss, for instance, launched the #HUGOYourWay hashtag, inviting the community to share their looks on TikTok. The result? Over 1.5 billion views, a testament to the power of such campaigns. They were also among the first brands to partner with Sabrina Bahsoo, better known as Tube Girl on TikTok. Her swift ascent to stardom in recent months saw her gracing the front rows of illustrious shows such as Valentino, Balmain, and Courreges, exemplifying the essence of London's cool tube style on the Global stage.
Burberry, no stranger to innovation on the platform, previously set the bar high by partnering with the Sylvanian Drama TikTok account to create humorous content. Under the guidance of Daniel Lee, they've maintained their distinct 'weird and wonderful' themes with a quintessentially British touch, collaborating with non-fashion creators like domino artist Lily Hevesh, and creative video artist @ed.it.son for their recent show. Further creative horizons are being explored through partnerships with talents from Central St. Martin's, such as Rottingdean Bazaar and Annie Collinge, resulting in a plethora of quirky, imaginative TikTok’s.
TikTok isn't just a platform; it's a gateway to a new and exciting fashion world - one where it's okay to complain about how much your feet hurt, all whilst looking fabulous. What starts here doesn't stay here – the ripples extend far beyond TikTok's borders. From the latest designer trends to brands on the rise and small businesses earning love, our platform is the launchpad for global fashion conversations and trends.
This is the moment for fashion brands to catch the wave, cut through the noise, and cultivate a presence among new audiences. TikTok isn't just another platform; it's the fashion world's grand stage.
Kristina Karassoulis is Head of Luxury Brand Partnerships at TikTok.
Main image: Sabrina Bahsoo AKA Tube Girl (AP/Alamy).
