The world really fell in love with TikTok at the height of the pandemic when we were all stuck indoors with nothing to do but learn choreographed dances and make sourdough starter kits. Now the social media platform has grown into one of fashion’s biggest influences, coining trends from Y2K and “twee” style to even the more niche categories like kidcore. TikTok’s influence on high fashion continues to be proven through its user’s relatable fashion-focused content — and it looks like luxury fashion labels are finally catching on.
High fashion is typically presented as sexy, high-end, and, often, an out-of-reach fantasy. However, in 2022, we’ve increasingly seen Gen Z shoppers seek authenticity and relatability from the brands they shop. Social media stars have already made their way into the front row of fashion shows next to A-listers and top editors; fronting fashion campaigns just seems like the logical next step.
Earlier this month, French TikTok star Francis Bourgeois, known for his charming love of trains, became the unlikely face of Gucci x The North Face’s latest campaign. The trainspotter, who has garnered almost 2 million followers on TikTok, bumped out Gucci’s usual cast of top models and actors, proving TikTok’s influence in high fashion (not to mention, his chiseled jawline may have helped!).
Full steam ahead on the TikTok train enters, Coach. The luxury label brought the relatability we all love on TikTok to their latest campaign. TikTok sensations Noah Beck, Wisdom Kaye, Parker Hit Kill, and Elsa Majimbo are seen in the accompanying video joyriding around Brooklyn, and celebrating their individual style as they would in their everyday lives. Appropriately titled “That’s My Ride” the campaign evokes nostalgic ride scenes in movies, music, and our childhoods.
After a record-shattering Milan Fashion Week event, TikTok superstar Khaby Lame brought in 4 billion impressions in just four days for BOSS after making his debut on their runway. What started as a one-off between Lame and Hugo Boss has quickly cultivated into an ambassador role for the 21-year-old. Lame stars in the label’s latest #BeYourOwnBOSS campaign alongside top models Kendall Jenner, Hailey Bieber, and Joan Smalls, world-famous American rapper Future, South Korean singer, and actor Lee Min-ho, British professional boxer Anthony Joshua, Italian tennis champion Matteo Berrettini, and German runner Alica Schmidt.
There’s no denying high fashion brands working with TikTokers is an excellent strategy. Companies that for so long may have felt out of reach to youth are now able to close the gap between Gen Z shoppers in a way that feels organic. Which luxury label will be next to dip their toes into TikTok? We’ll be watching to find out.
