Whether you like or dislike TikTok, you cannot deny that it has popularised a number of trends since the beginning of the pandemic. While we were all stuck at home, TikTok became the medium of self-expression, allowing us to learn trendy dances, follow transition videos and share personal style. Trendsetters like Hailey Bieber and brands like Yves Saint Laurent, Louis Vuitton, Dior and others are now posting on TikTok. The 100 million-user app was initially popular among teens, but today holds the power to influence the fashion industry. So how has TikTok influenced fashion as we know it?
1. The rise of microtrends
Firstly, TikTok has had an undeniable influence on the creation of microtrends – trends that have an extremely low shelf life when compared to the average shelf life of trends. Examples of microtrends include, for instance, the famous butterfly top or cow print which was used all over bags, pants and tops. Similarly, TikTok has popularised a variety of different fashion aesthetics, including Barbiecore (which takes inspiration from Legally Blonde and is primarily focused around Y2K fashion and peak girly clothing), angelcore, goblincore and clowncore, most of which came and left the internet in the blink of an eye. Fashion brands are desperately trying to keep up with these microtrends and operating on a seasonal cycle like traditionally retailers do is no longer enough to stay alive in the fashion industry. Brands like Shein, H&M, Zara, Boohoo and ASOS cater to these microtrends, which has only exacerbated the problem of fast fashion and wastage, creating a negative impact on the industry as well as the environment.
2. Creators setting trends
The Y2K aesthetic blew up on the internet when #Y2KFashion hit over 58 million views on the Tiktok. Brands, such as Juicy Couture, that had lost their popularity and were considered peak cringe a few years back came back in style.
Matilda Djerf, the founder of Djerf Avenue is a content creator on the app gained large following for popularising the Scandigirl aesthetic through her neutral clothing picks, chunky scarves and effortless outfits. Remember the colorful chunky scarf that everyone is wearing this season? It is the Djerf Avenue scarf that went viral through the Scandi girl aesthetic.
Moreover, brands like Longchamp also regained popularity as the 2000’s Le Pliage became a staple for university students. The infamous TikTok Shop or TikTok find are terms used by users on the app to promote products that they like. For example, the Amazon backless top, Skims and Revlon’s lipstick in shade rum raisin are all items that have gained popularity through TikTok.
3. The rise of fashion brands
The app is more than just a minute-long video sharing app; it has become a place where businesses and opportunities are born. In addition to getting famous fashion houses on board, sustainable fashion brands have been gaining popularity on the app with thrifting and upcycling being the new norm. A number of vintage clothing brands have gained millions of followers on the app, allowing TikTok to act as a platform for bringing old pieces of clothing back to life, and ultimately reducing fashion waste. With microtrends on the rise, this is definitely a step in the right direction promoted through the app.
4. The New LinkedIn?
Besides giving birth to businesses, the app is also a hub of opportunities – many content creators who started off with just a few hundred followers are now making millions working as models after being recognised by big fashion houses and modelling agencies like IMG Models, Next Management and Elite Model Management. TikTokers began to enter the fashion world during the pandemic and the next thing you know, Charli D’Amelio the second-most followed influencer on TikTok, is sitting front row at Prada during Fashion Week. Bloggers are now starting to make their Fashion Week debuts and brands like Prada, Dior, Hugo Boss are live-streaming shows on the app. Fashion critics have also gained popularity as the short-video format of the app allows users to make 60-second fashion show reviews which are highly captivating to fashion lovers.
