How Fashion Learned To Love TikTok

How Fashion Learned To Love TikTok

As Avril Lavigne’s “What the Hell” rings out, Charli D’Amelio and three Prada models walk towards the camera. From 2011, The Air, likely qualifies as a golden oldie for D’Amelio, who was around six when it hit the airwaves. It has 33.4 million followers, making its catnip fashion brands. And like Emma Chamberlain (YouTube), Aimee Song (Instagram) and Tavi Gevinson (blogs; remember blogs?) Before her, she stuck with her followers until Fashion Week.
The TL; DR if you’re over 30: TikTok has come out of the Musical.ly lip sync app and is now a space where users can post brief videos of themselves making music. That “something” could be baking, dancing, fitness routines, even dentistry. He made forays into the art world; septuagenarian videographer Cecelia Condit found her work recontextualized on the platform as a meme. And now her fashion moment is in full blossom.
The trio aired scenes from shows like Tory Burch and Rag & Bone to their combined 2.4 million subscribers. Hage then took to the front row of the Dior Fall 2020 show in a gray Bar jacket and skirt. Her subscribers got a glimpse of the look in a “Get Ready With Me” video she posted of her preparation for the show.
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Celine, known for her ability to create new models, recently chose Noen Eubanks as her 18-year-old “e-boy” face. And fashion brands have flocked to the platform to set up their own accounts, playing with fashion with viral “challenges”. On Instagram, a perfectly framed and filtered image will attract attention; In the more shaggy world of TikTok, it’s all about challenge.
The biggest currency here is, of course, attention, but the actual currency is also changing hands. According to the brand, Ralph Lauren’s hashtag challenge at the US Open resulted in more than 100,000 video submissions, totaling more than 790 million views. The challenge has also done that elusive thing – selling clothes. There were clickable product links on the high traffic challenge page. “Ultimately, it won’t be us who will define the success of this platform,” says Alice Delahunt, Digital Director of Ralph Lauren. “It will be this new generation.”
This new generation adapts to the fashions of a sometimes impenetrable fashion system. Gaca’s first time at Fashion Week was a bit of a learning curve. He says, “There was a lot of waiting. It was like standing at Disney World line.”
For Hage, her TikTok fame preceded her. And to those who think this is a sphere for photography. Gen Z: This man, she said, looked like he was in his 50s.

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