How Fashion Turned to TikTok
Who would have thought that by posting a 30 second video on an app could get you a ticket to the most popular and exclusive fashion shows? Tiktok, a social media platform, is known as a creative outlet for people who want to express themselves by posting a brief video of anything to music, such as dancing, singing, fitness routines, or baking. One 15-year-old, Charli D’Amelio, was lucky enough to make a career from the app and build a large following base, 41 million followers to be exact. The TikTok star was front row for this seasons Prada fashion show, posting several videos of her dancing in front of the runway’s floral backdrop.
Aside from Charli’s success from the app, TikTok has sent three representatives to this year’s New York Fashion Week: Cosette Rinab, Taylor Hage, and Tyler Gaca, to broadcast scenes from the fashion shows. These shows included Dior’s fall 2020 show, Tory Burch and Rag & Bone. The Tiktok artists also created “get ready with me” videos, which showcased the newest clothes from each fashion show attended. Fashion shows have flocked to the app to cast TikTok artists, such as Neon Eubanks, who was recruited for the Celine fashion show.
Fashion is using the application to showcase their newest lines and perform trending challenges to gain viewers and momentum. Ralph Lauren turned to TikTok to create a hashtag challenge during the US Open resulted in more than 100,000 video submissions, and totaled in over 790 million views. As the pandemic pans out and stores remain closed, TikTok seems like the best platform to sell and promote products, while also having fun with it.
Report: Woo Jong Kim
At the rise of Covid-19 many of us first questioned the timeline of fashion week and would we see the regular calendar continue - the question weighed over many of us for months! It was refreshing to see design houses and designers across the globe take advantage of the uncertainty and plow into production mode - thus my interest in Jerri Reid New York - The Black Designer based in Brooklyn New York wow’d instagram with his latest collection paying homage to the Black Is King film which debuted earlier this year in July. I was taken aback at quick of a turn round the young designer produced and released his well crafted designs reflecting some of the films most memorable moments.