The app that no one had even heard of a couple of years ago is now dictating the trends, moments and rising stars of the fashion industry. From being able to dissect the shows of fashion week closeup on your phone screen to finding out about the latest fashion trend to sweep the internet on the app, TikTok’s influence on the industry is becoming more and more pronounced.
They’re even sponsoring the next wave of emerging designers, too – hosting a dedicated space for a roster of NEWGEN design talent to show their latest collections at London Fashion Weeks, in partnership with the British Fashion Council. On the app last year, the visual manifestations of overconsumption, aka Shein hauls, had a big moment. However, they also had their more sustainable counterparts; thrifting hauls that went viral and caused an influx of young people to hit up their local charity shops.
Elsewhere, we saw fashion trends rise and fall on the app, as well as comprehensive educational videos to teach users the basics of everything from styling to the latest in celebrity gossip theories. TikTok-endorsed movements such as #ThisisBlack prioritised and celebrated culture, and we saw intersections of street fashion collide in spotlighted pedestrian interviews. We’re running through some of the biggest moments and trends on the app last year.
ARC’TERYX IN THE SHOWER
@laulauchichi @arcteryx ♬ Arc’teryx – YT
This trend is still very much ongoing, actually, and sees Arc’teryx wearers head into the shower to prove just how waterproof that gorp core actually is. Videos are even accompanied by a dedicated sound, which consists of YT’s aptly titled ‘arc’teryx’. Extra clout is on offer depending on how well you can see the water beading, too.
#THISISBLACK
For Black History Month, TikTok launched a campaign to spotlight Black creators on the app under this hashtag. Appearing on billboards across the country, much-loved figures and black trailblazers including @djkrystallake, @thegrubworkskitchen, @itsjustnifee, @_ehiz, @lukevernon_ , @scarysappho, @bonbonod14, @kaynekawasaki, @benjy_lookbook and @itsjustnifee were spotlighted to highlight the many elements of Black culture on TikTok, ranging from history and fashion, through to food and comedy.
HAULS
@meliss.com last ones my fav ? #thrift #thrifthaul #fyp #thriftwithme ♬ Two Weeks – Grizzly Bear
For Black History Month, TikTok launched a campaign to spotlight Black creators on the app under this hashtag. Appearing on billboards across the country, much-loved figures and black trailblazers including @djkrystallake, @thegrubworkskitchen, @itsjustnifee, @_ehiz, @lukevernon_ , @scarysappho, @bonbonod14, @kaynekawasaki, @benjy_lookbook and @itsjustnifee were spotlighted to highlight the many elements of Black culture on TikTok, ranging from history and fashion, through to food and comedy.
FASHION WEEK COVERAGE
Last year saw a hybrid-approach to fashion weeks, with different brands opting for different showings, physical or digital. There to support and capture it all though, was TikTok, who opened a dedicated Fashion Hub to keep track of the months’ proceedings. Hosting the TikTok Show Space offered guests a fully immersive digital experience, engulfing them in each designer’s own unique aesthetic, whilst creators live streamed for their following from the Front Row.
WHAT ARE YOU WEARING TODAY?
@nyctrends That’s how we do it at FIT #fashion #style #streetsyle #nyc #nyctiktok #fashiontiktok ♬ Young Folks – Shindig Society
The little sister to the ‘Excuse me, what are you listening to today’ videos that took over our FYP page, was the ‘what are you wearing’ videos. Showcasing the best of street style, these videos revealed intersections of fashion, culture and geography that made them as compelling as addictive to consume. The streets are the catwalk in 2022 – think fit check, but TikTok-ified.
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