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Is TikTok Fashion's New El Dorado?

NEWS | February 22, 2020
TikTok Influencer Noel Eubanks
Gen Z's favorite video platform is attracting more and more fashion houses. By signing up, creators are attempting to woo tomorrow's clients. So does Instagram finally have some competition?

Losing steam after the departure of some of its leading names, New York Fashion Week is working on a historic glow-up. In the interest of guaranteed buzz, they chose to invite a new it-crowd to the front row — Taylor Hage, Tyler Gaca, and Cosette. They're names that many probably haven't heard yet, but they're real celebrities on TikTok. Launched in 2016 and allowing users to film, edit, and share minute-long videos, the platform is often used for dance, lip-sync, and fun challenges that quickly go viral thanks to hashtags.

It's widely used by millennials and still more so by Gen Z (2/3 of TikTok users are under 30, according to the Business of Apps survey), the fashion industry's generational inspiration. In December, Celine was the first to unveil the surprise in revealing their new muse: Noen Eubanks, an 18-year-old TikTok influencer with a community of over seven million followers. Burberry, or their part, joined in last June with the creation of #TBChallenge, asking TikTokers to reproduce the house's monogram with hand symbols.

In February 2020, Gucci chose the social network for the release of its new 1977 sneakers, sharing clips from its ad campaign. Present on the platform since 2019, Balmain counts 1600 TikTok followers against 10.5 million on Instagram. Their strategy has been to repost TikTokers' videos from the front row of its men's show, or else clips of influencer Cosette trying on a dress from their collaboration with Puma.

If fashion houses are still few and far between on TikTok, and those present are advancing slowly (Jacquemus, for example, has two posts for its 7600 followers), the platform developed by Chinese Bytedance is an important element in the future of communications. If the app ends up seducing the luxury industry, it's entirely possible that it could become a new kind of Instagram for houses constantly looking to broaden their horizons and, of course, their clientele.

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