London Fashion Week kicks off today but not as we know it. Pre-Covid, the international fashion community would have been descending on the historic footpaths of The Strand, in styles to enthrall, excite and inspire.
Now this season’s autumn/winter 2021 fashion line-up will be entirely online. And our community on TikTok is ready to get involved in the only way they know how - with refreshing originality and creativity, taking inspiration from the fearless fashion minds we can’t wait to see during London Fashion Week.
This won’t be the first time the TikTok community has influenced and sparked fashion trends both on and off-platform. This year’s Bridgerton-inspired #Regencycore aesthetic has led to TikTokers putting a 19th-century twist on their looks; think empire line dresses, opulent accessories and romantic make-up. And in following a year of hoodies and sweatpants, the TikTok community is experimenting with corsets and corsages to florals and feathers.
2020’s huge #cottagecore trend was also a beacon of joy that saw TikTok style mavens celebrating rural life clad in floaty prairie dresses and peasant blouses. And in another throwback to iconic fashion, we’re already seeing stars like Olly Alexander start to bring back the 80s glam we were lovingly reminded of in #ItsASin
Luxury brands have responded in kind by embracing what makes TikTok unique, forging real connections with the community by showing the playful, spirited and joyous side of their brand personality.
With his signature boldness and creativity Olivier Rousteing, the head of Balmain, presented the fashion house’s 75th anniversary collection last year onboard a barge on the River Seine. Bolder still, the floating fashion spectacular was livestreamed on TikTok. And we’ll be back again on 8 March to showcase his much-anticipated collection on TikTok.
With more than 985k followers on TikTok Gucci is transcending generations, opening two-way conversations with its fans via hip and quirky videos. For the #GucciGift campaign the label’s models were dancing by desks at retro office parties, and its #AccidentalInfluencer campaign attracted a staggering 2.5m views. Meanwhile the TikTok community launched its own #Guccimodelchallenge, involving creators exchanging tips on how to style yourself like a Gucci model.
We love hosting such a breadth of originality on our platform, and we want to keep that momentum going. That’s why we’ve become the principal partner of the British Fashion Council on its NEWGEN talent programme, creating a bespoke programme of activity for all NEWGEN recipients, including streaming support of designer shows, mentoring, masterclasses and digital support.
And for London Fashion Week September 2021, we’ll also host a NEWGEN venue with designer shows, hospitality and content creation opportunities.
But until then, we’re excited to see the TikTok community come together to enjoy London Fashion Week from the virtual front row, and joining us for a #TikTokFashionMonth extravaganza. On your marks.