How TikTok Transformed Fashion in 2023
Introduction
TikTok is a social media platform that has taken the world by storm. With over 2 billion downloads and 1 billion monthly active users, TikTok is not only a source of entertainment, but also a powerful force that shapes various industries. One of the most impacted industries is fashion, which has undergone a radical transformation thanks to TikTok. In this blog post, we will explore how TikTok has revolutionized the fashion world in 2023, from influencing trends and styles, to empowering influencers and designers, to promoting sustainability and diversity.
The Fashion Impact of TikTok
TikTok has become a dominant platform for fashion inspiration and expression. According to a report by Business of Fashion and McKinsey, TikTok is the fastest-growing social media platform for fashion content, with a 553% increase in fashion-related views in 2022. In the U.S., TikTok surpassed Instagram as the most popular app for fashion content among Gen Z and millennials, who make up 60% of TikTok's user base.
But TikTok's impact goes beyond just teens and young adults. Even established trendsetters and brands are getting involved with the platform, recognizing its potential to reach new audiences and generate buzz. For example, Vogue magazine launched its own TikTok account in 2021, featuring behind-the-scenes videos of celebrities and models. Similarly, major fashion brands like Dior, Burberry, and Chanel have created their own TikTok accounts, collaborating with influencers and celebrities to showcase their collections and campaigns.
Influencer Power: From TikTok to Career Boost
One of the most remarkable aspects of TikTok is how it has enabled influencers to boost their careers and achieve fame and fortune. Unlike other platforms that require high-quality production and editing, TikTok allows influencers to create authentic and engaging content with minimal resources. This gives them an edge over more polished content on platforms like Instagram, where users are more likely to experience fatigue and boredom.
A prime example of an influencer who leveraged TikTok to boost his career is Wisdom Kaye, a 20-year-old from Houston who became the most followed male fashion influencer on TikTok in 2021. With over 6 million followers and 300 million likes, Kaye caught the attention of IMG Models, one of the world's leading modeling agencies, which signed him in 2022. Kaye has since walked the runway for brands like Dolce & Gabbana, Versace, and Fendi, as well as graced the covers of magazines like GQ and Vogue.
TikTok Takes Over Fashion Week
Another way that TikTok has transformed fashion in 2023 is by becoming a platform for live-streaming fashion shows. With the ongoing pandemic and travel restrictions, many fashion shows have shifted online, and TikTok has emerged as a preferred choice for both brands and consumers. According to TikTok's data, the platform generated over 3 million views from live-streaming fashion shows in 2022, surpassing other platforms like YouTube and Facebook.
Some of the luxury brands that have embraced TikTok to showcase their shows include Prada, Louis Vuitton, and Saint Laurent. These brands have also partnered with TikTok influencers and celebrities to create exclusive content and generate hype around their shows. For instance, Prada invited Charli D'Amelio, the most followed person on TikTok with over 130 million followers, to attend its show in Milan and share her experience with her fans. Similarly, Louis Vuitton invited Addison Rae, the second most followed person on TikTok with over 80 million followers, to attend its show in Paris and create a dance challenge with its logo.
Model Scouting on TikTok
TikTok has also become a platform for scouting fresh modeling talent. Unlike traditional methods of scouting that rely on physical appearance and measurements, TikTok offers insights into personalities and characteristics that are more relevant for today's consumers. For example, TikTok allows scouts to see how models interact with their followers, how they express themselves through music and dance, and how they handle criticism and feedback.
One of the agencies that has adopted TikTok as a scouting tool is IMG Models, which launched a global initiative called "We Love Your Genes" in 2021. The initiative encourages aspiring models to upload videos on TikTok using the hashtag #WLYG (We Love Your Genes), showcasing their unique features and talents. IMG Models then selects potential candidates from the pool of submissions and invites them to join its roster. Some of the models that have been discovered through this initiative include Ella Emhoff (the stepdaughter of U.S. Vice President Kamala Harris), Olivia Ponton (a social media star with over 5 million followers), and Jalaiah Harmon (the creator of the viral Renegade dance).
Designers and Their Creative Process on TikTok
Finally, TikTok has also become a platform for fashion designers to showcase their creative process and connect with their fans. Unlike other platforms that focus on the final product, TikTok allows designers to share the behind-the-scenes of their work, from sketching and draping, to sewing and fitting, to styling and accessorizing. This gives fans a glimpse into the inspiration and vision behind each collection, as well as the challenges and joys of being a designer.
Some of the notable designers who have engaged with TikTok include Simon Porte Jacquemus, the founder and creative director of Jacquemus, a French label known for its playful and minimalist designs. Jacquemus has over 1 million followers on TikTok, where he posts videos of his sketches, mood boards, fabrics, and fittings. He also interacts with his fans by answering their questions and comments, as well as inviting them to participate in challenges and contests.
Another designer who has embraced TikTok is Olivier Rousteing, the creative director of Balmain, a French luxury house known for its glamorous and edgy designs. Rousteing has over 600,000 followers on TikTok, where he posts videos of his runway shows, backstage moments, celebrity collaborations, and personal life. He also uses TikTok to promote his social causes, such as diversity and inclusion in fashion.
One of the most successful brands that has leveraged TikTok to enhance its brand image is Gucci, an Italian luxury house known for its eclectic and innovative designs. Gucci has over 8 million followers on TikTok, where it posts videos of its campaigns, collections, events, and collaborations. Gucci has also been involved in several TikTok challenges, such as the #GucciModelChallenge, where users recreated Gucci's outfits using items from their own closets, and the #GucciFest challenge, where users created their own short films inspired by Gucci's fashion film festival.