The first TikTok Fashion Month kicked off September 2 with livestream shows from brands including Louis Vuitton and Saint Laurent.
The month-long fashion festival includes a series of livestreamed content, such as a “Get The Look ” segment and “Collection Reveal” push. The shows last until October 8 with designer collections featuring TikTok influencers and celebrities. TikTok Fashion Month could help the platform build its audience of luxury enthusiasts and further its image as a fashion hub for young consumers.
TikTok Fashion Month includes a series of hashtags, creative effects, and live shows users can sift through on the app. In addition to the main hashtag, #TikTokFashionMonth, users can find exclusive content using the hashtags #GetTheLook and #Fashion101. Fashion brands can use the hashtags to engage with connected audiences, potentially growing their fan bases on and off the app. By applying the hashtags, TikTok users can also share their own fashion videos as an opportunity to partake in the campaign.
Brands and consumers can also connect through the campaign’s charitable initiatives. For example, Puma is donating $100,000 to the Equal Justice Initiative, while Alice + Olivia works with The Council of Fashion Designers of America. The purpose-driven partnerships will address current social issues, such as systemic racism, during their live streamed shows. This could resonate with Gen Z consumers in particular, as they are more likely to trust and shop brands that address racial injustice and prioritize values for authenticity, according to a Gartner report.
With the future of TikTok in the U.S. looking up, the platform can celebrate with its month-long fashion expedition. The event gives TikTok a chance to show off its advertising capabilities and social commerce features while providing fashion brands an opportunity to reach younger, homebound shoppers in a way they’ve never done before.