We are going through a period where the world is changing in every aspect. Many industries have recently undergone a rapid transformation due to the pandemic. Brands increasingly continue to move their business to digital in order to minimize the effects of the pandemic. The rules and playgrounds of many industries have changed, including the fashion industry.
How TikTok Changed Fashion
In fact, being on TikTok is a bit risky for brands because there is a world away from retouching, filters and photoshop. Besides, brands need to adapt to the dynamics of the platform and to a diverse audience that is always open to different challenges and trends. However, even back in 2019, very successful TikTok projects had begun to come from the brands that were successful in keeping up with the pace of this new platform.
MAC Cosmetics’ first TikTok campaign took place in September 2019 as part of New York Fashion Week. With the hashtag #YouOwnIt, people shared videos of crazy swaps where they put makeup on. The campaign reached 700 video content and received 1.5 billion impressions in 6 days, making it the most prominent project ever. Of course, the participation of TikTok influencers such as GlitterandLazers and SethOBrien in the campaign has a big share in this success.
Ralph Lauren used the live streaming feature of TikTok with Diana Silvers, one of the most beloved actresses of the Z generation. In the project, which took place during the US Open Tennis Tournament in 2019, Silvers displayed her tennis skills on live broadcast and celebrated the points she won with the different effects of the application. The #WinningRL campaign received 700 million views. The same videos were also uploaded to YouTube, but the number of views could not exceed 10 thousand.
Life is about winning. 🏆 Show us how you’re #WinningRL and we’ll pick 3 champs
TikTok Hits the Runway
Last year, the fashion industry had switched to TikTok with highly innovative and entertaining methods. While many brands such as Ralph Lauren and MAC Cosmetics presented their campaigns and new challenges on TikTok, Balmain introduced the Couture fashion show that took place on the Seine River in Paris on TikTok live broadcast. Especially during the pandemic period, TikTok has become the playground of designers who turn to unconventional methods for displaying their new collections.
“During the pandemic, and with fashion weeks currently a thing of the past, luxury brands must shift their perspectives on how to engage audiences, and deliver content that is not a replication of fashion weeks, but a reimagination of it that works on new channels like TikTok,” explained Thomas Rankin, cofounder and CEO of the visual marketing platform Dash Hudson in an interview with Business Insider.
Recognizing the platform’s potential in the fashion industry, TikTok announced its own month-long digital fashion week in the early days of September 2020. Held with the participation of many world-famous brands such as Saint Laurent, Louis Vuitton, Puma, Alice + Olivia and JW Anderson, TikTok digital fashion week helped designers reach new audiences while increasing the visibility of their new collections.
LVMenSS21. An alternate to rationalism. Virgil Abloh will present his #LouisVuitton collection in Tokyo on September 2nd at 7 pm (GMT+9).
This year, TikTok Fashion Month continues with a campaign featuring many world-famous brands and content creators. From February 16 to March 18, fashion weeks from all over the world will be brought to the platform. Designers and content creators around the world will also continue to inspire the community by sharing their style and trend ideas on TikTok. Users will be able to follow fashion shows and live broadcasts through @FashionWeek, @MADE and @NYFW official TikTok accounts during TikTok Fashion Month.
Who Are The Partners?
Fédération de la Haute Couture et de la Mode
French Haute Couture and Fashion Federation, which is also the coordinator of Paris Fashion Week, is among TikTok’s partners in this year’s fashion month. FHCM will shed light on new designers and brands by showcasing the creative and innovative vision of iconic fashion houses at TikTok.
As the official editorial partner of TikTok Fashion Month, IMG will offer exclusive content for TikTok during the 2021 New York, London, Milan, Paris fall and winter fashion weeks.
British Fashion Council
Together with the British Fashion Council, TikTok is partnering with the talent program NewGen to support the new talents of the fashion world. TikTok will also be the main partner at London Fashion Week in September 2021, offering designers the opportunity to showcase their talents.
Previously run by BFC in partnership with Topshop, NewGen has so far supported 250 designers including Alexander McQueen, Christopher Kane and Grace Wales Bonner.
2021 Runway & LIVE Stream Schedule
- February 17: ‘Diverse Beauty & Cultural Fashion’ with @lennybeadhandzz and Coco Rocha
- February 22: ‘Get Ready with Me’ makeover session with Tan France and Hasan Minhaj
- March 3: ‘Joy in Fashion & Expression’ with @Bryanboy
- March 8: Balmain Runway
- March 9: ‘Get Unready with Me ASMR’ with Dr. Pimple Popper and @Yayayayoung
- March 18: TikTok Runway Finale with Victor Glemaud, Carrots By Anwar Carrots, and Joe Ando
What do you think about the fashion shows at TikTok? Do you think the shift of fashion to the digital world will come to an end after the pandemic or is it here to stay? Hit us up on our socials or leave a comment below to let us know what you think!