HotToks: TikTok Fashion, Sofia Richie's Wedding, Gen Z TikTok Marketing, & TikTok AI Avatars
Last updated on
September 18, 2023
Welcome back to HotToks. In this edition, we report TikTok's fashion trend cycle, the obsession with Sofia Richie's quiet luxury wedding, and Gen Z creators in the corporate workforce.
Cringe to Cool: TikTok Fuels the Fashion Trend Cycle
Thanks to TikTok, we now have the finger on the pulse of what’s happening in the world of (high and low) fashion. From #balletcore leg warmers to #dadstyle New Balances, TikTok is the go-to spot to discover the hottest fashion trends.
It can be hard to keep up with at the rate that trends cycle in and out on the platform. But at the same time, it’s amazing how this platform has had such a profound impact on culture and consumption, reaching all the crevices of society. Seriously, there’s something for everybody.
TikTok couture can be anything from teenagers experimenting with clothes they’ve thrifted, older users revisiting vintage clothes, or TikTok trend predictors. With the power of the TikTok algorithm, these videos and creators have the power to shape what is considered stylish, impacting the daily consumer and the demand for goods.
Broken up into micro trends, like #gorpcore, and macro trends, like the yearning for nostalgia and Y2K resurgence, there’s truly no bounds to where TikTok couture can take us. Let’s just consider Miu Miu coming out with these viral satin ballerina flats (13M+ views on TikTok), paying homage to the #balletcore trend.
This TikToker broke it down by saying it was so successful because she leveraged the power of real-time (GRWMs on TikTok and outfit posts on Instagram), and her team really took time to plan (with the real-time dress reveals and the Vogue video release), bridging the gap between the average layperson and a celebrity, and setting a new standard for celebrities and social media it-girls. It was a multi-platform activation: we were seeing her GRWM process on TikTok and then saw the final product on Instagram—a recipe for success.
We always nod to this content strategy being super important: the lo-fi, relatable content that connects a creator with their audience. If Sofia Richie Grainge can do it in a matter of days, that just proves how powerful this strategy is. That combined with the fascination (especially on TikTok) with ‘old money,’ ‘quiet luxury,’ and ‘IYKYK’ aesthetic, her team hit the jackpot—she’s now ‘TikTok’s newest it-girl.’
"TikTok's popularity has upended corporate marketing departments to such a degree that they now include a whole category of employee: creators. Now, creators work alongside people who are typically referred to as the 'creatives,' immersing themselves so deeply in the brand that they sometimes embody it, taking it in directions others would never think to go."
- Sarah Lynch, Journalist for The Fast Company.
And brands all over are already starting to incorporate younger talent into their workforce. Nerf hired a 22-year-old “Chief TikTok Officer,” Milo Simpson, at 26 years old, is running the Taco Bell TikTok account, and Olivia West at 24 years old has previously helped run the Dunkin’ Donuts TikTok. These are just some of the Gen Zers refreshing brand image and updating brand voice for older, more traditional brands.