September is officially fashion month...a season like no other. With fashion weeks in London, Milan and Paris looking somewhat different this year, people have turned to the digital world to discover the next big fashion trends. And they haven't been disappointed. 

Fashion is at the heart of millions of joy-filled videos on TikTok. That's why we're incredibly excited to have launched our own TikTok Fashion Month, featuring the latest hashtag trends and live videos. We've also streamed live shows from labels including Louis Vuitton, Saint Laurent, Prada, Dior, Balmain and Alice + Olivia. Content on #TikTokFashionMonth has seen over 2 billion views so far and the numbers keep going up.

In this post, we take a look at the best of TikTok Fashion Month across Europe: the fashion trends started on TikTok, the biggest and best fashion brands to follow and our fashion creators' predictions for Autumn/Winter 2020. Enjoy! 

Cassandra Russell, who looks after Fashion Brand Partnerships at TikTok said: "TikTok is the home of creativity. Throughout September, our community has been setting trends and inspiring style across Europe and beyond. From outfits of the day to new trends and challenges, our creators have been at the forefront of Fashion Month."


The trends that started on TikTok

Creators and fashion brands alike have captured the imagination with never-seen-before TikToks, and have even started completely new fashion trends on TikTok as we head into Autumn/Winter 2020. We've seen these trends celebrating diversity, crossing both men's and women's fashion, and celebrating plus-size creators with #StylenotSize.

The fashion industry has been able to take advantage of the reach and influence of TikTok in creating new trends, to ensure they are creating meaningful content and driving further engagement.

Trends that started on the platform include: 

  • A resurgence of 90s outfits: 
  • @rhianna_paul

    For those askin where my clothes are from in my last vid 🙋🏼‍♀️ ##fits ##y2kfashion ##90sfashion ##abcxyzdt ##fashion

    ♬ original sound - rhianna
  • People shopping in their parent's wardrobes
  • @nereadobrev

    pt.2 del vídeo anterior de ropa de los 90 ##outfits ##90s ##fyp ##parati 👗👩‍👧👚

    ♬ Djadja (feat. Maluma) [Remix] - Aya Nakamura
    @jasmineshumxx

    trying on my mums old clothes! the last dress was probably my fav. shall i do a part two? ##fashion ##retro ##vhsedit ##prequeledits

    ♬ Material Girl - Madonna
  • Tie-dye has also had a moment this month; from t-shirts to trackies, it's proliferating on the platform
  • @mayahavana

    I actually really liked this but I didn’t wash the bleach out fast enough so it made holes 😭 ##fyp ##sewingdiy ##fashion ##tyediebleach

    ♬ Glitter - BENEE
  • We've even seen Hogwarts inspired outfits and looks
  • @isseypovs

    Abit late for the trend . But fun fact my grandma used to teach Daniel Radcliffe

    ♬ Harry Potter Fashion - 🤍👼🏻

    UK fashion creators:

    The UK is home to some amazing fashion creators, here's a few to follow to stay up to date on the latest trends: 

    @leoniehanne

    Getting ready for the @dior show - Who’s a Dior lover? 🤍 ##dior ##fashionweek ##tiktokfashion Anzeige/Tag

    ♬ CountDown - T.M.T


    @timdessaint

    Simple outfit ideas for when you don’t know what to wear 👕 ##outfits ##styletips ##fashion ##tiktokfashion ##learnontiktok

    ♬ ALL IN - ZaeHD & CEO



    @estare

    A bit of pre- fall fashion for you, from @lulus ! Which look is your fav? ##lovelulus ##ad fyp ##foryou ##transition

    ♬ Maryjane girls all night long - 🤎🇲🇽🎭


    @thelaurablair

    Shopping details on my insta! @Thelaurablair

    ♬ original sound - 🐑ARIUS💃🏼


    @qmike

    Switch on the new week mood 🕺🏻 took us almost 2 days to film this ##jaegerlecoultre ##stopmotion ##creative ##creativevideo

    ♬ original sound - Mike Quyen



    @lydiaemillen

    Top three comfortable summer dresses from £18 links over on Instagram @lydiamillen ##tiktokfashion ##tiktokstyle ##fashion ##tiktokviral

    ♬ Cozy Beat - Aesthetic Sounds


    @inthefrow

    Too much choice, so I’ll take them all please 😚 ##bulgari at ##harrods ##bagswap ##bloodyvalentine ##handbags ad for my Instagram ✨ ##fyp

    ♬ bloody valentine - Machine Gun Kelly


    @abbyrartistry

    had to do matching makeup for the new hair ofc

    ♬ Daisy (I’m Crazy But You Like That) - Ashnikko


    The fashion brands doing great things on TikTok

    As fashion weeks have gone virtual, many European brands decided to give everyone a VIP front seat ticket, revealing their latest collections and styles on TikTok.

    Take a look at how some of the greatest fashion brands in the world have brought the catwalk to the homes of millions through TikTok.

    JW Anderson

    On September 28th, JW Anderson debuted its S/S 21 collection on TikTok, after its patchwork cardigan went viral earlier this year when Harry Styles was pictured wearing it! Key trends on the catwalk included jackets, cullotte-style trousers, knitwear and prints.

    Dior

    On September 29th, live from the Jardin des Tuileries in Paris, Dior used TikTok to exclusively showcase its the spring-summer 2021 women’s ready-to-wear collection, which was designed by Maria Grazia Chiuri. The show will be live on the official @Dior TikTok account. 

    Before the show, Dior broadcast an 8-minute film, giving users access to a unique and curated visual experience directed by Alina Marazzi. The film will feature iconic pieces from the Maison Dior, which will appear, like a delicate luminous collage, on a white canvas dress. 

    Prada

    On Thursday, September 24th, at 2pm, Prada unveiled its SS21 collection for the first time to the TikTok audience, giving to fans an access to a conversation with Miuccia Prada and Raf Simons who answered questions previously submitted by users on prada.com.

    Balmain

    On Wednesday, September 30th at 8pm CET, Balmain will reveal its spring-summer 2021 ready-to-wear collection  live on TikTok and from the official @Balmain account. This show will highlight the house's elaborated silhouettes as well as celebrating the launch of the bag #Balmain1945. Olivier Rousteing conceived this show as a unique, curated digital experience for the TikTok community.

    And make sure you are also keeping up to date with the latest from Balenciaga, Louis Vuitton, Gucci, Fendi, Boss & Moncler too. 

    The hottest challenges

    On TikTok, fashion and creativity go hand in hand. Creators have taken part in challenges to showcase their take on trends and styles. Some challenges you could try include...

    What I wear as...

    Creators have been using 'Stunnin' (2020) by Curtis Waters ft. Harm Franklin to show how they would dress in different cities, events and even in TV series and films.

    Examples include...

    #outfitchange 

    This challenge involves the viral shoe transition, where creators show the change from day to night, or the transition to their 'glam'.

    So far, the audio 'Kismet - @XIX' has been used 1.4m times, with #shoetransition viewed 67.4m times.

    Examples include...

    'Oh she passed away'

    Creators showing the evolution of their style have used the hashtag #ohshepassedaway, revealing before and after transitions to new aesthetics.

    Examples include...

    #autumnfashion

    Videos on the platform are showing the latest autumn trends, with key styles appearing such as sweater vests, and an emphasis on transitional outfits.

    Examples include...

    @timdessaint

    No.4 with the overshirt is probably my fav! Which of these outfits would you wear? 🙂 ##outfits ##styletips ##fashion ##fallfashion ##learnontiktok

    ♬ big and chunky - ♡︎~kozumexvs~♡︎

    #ilooklike

    Creators have been using 'PYRO' by Chester Young & Castion to soundtrack inventive videos of themselves dressed up as their "look-a-likes", ranging from superheroes and Anime characters, to celebrities. Features a flash effect. The song has had 605K creations.

    Examples include...

    @wegenaer

    ⚠️ Flash warning ⚠️ perfect trend for our kind 🥴 please like and comment, it took so long to make this 😂 ##kakashi ##naruto ##fyp ##anime

    ♬ PYRO - Chester Young & Castion
    @hannahstocking

    I lied... this is my FAV VIDEO IVE EVER MADE 🤯😍 Do ur thing tik tok! 👏😂 ##Loba ##apexlegends ##cosplay fit by @lisanhoang

    ♬ PYRO - Chester Young & Castion

    #WipeItDown

    'Wipe It Down' by BMW KENNY has become a viral hit thanks to a fashion transition trend, involving creators momentarily switching into a new outfit or look while "wiping" a mirror, with many using it to comedic effect (e.g. Switching into a character or even another person). The song has had 3.8M creations.

    Examples include: 

    #Guccimodelchallenge

    The Gucci Model challenge sees creators using a voiceover giving tips on how to style yourself to look like a Gucci catwalk model. The trend plays on tropes from Gucci's recent styles including layering turtlenecks, headscarves and vinyl trousers. The challenge has also rippled back to the designer itself, with Gucci posting videos of TikTok creators doing the challenge. The challenge now has over 30m views!

    Examples include:

    @imdanielsimmons

    I’m late to this trend.. but I’ve been busy 😅 - [original sound wasn’t available anymore] ##guccimodel ##guccimodelchallenge ##fyp ##fashion ##outfit

    ♬ original sound - Daniel Simmons
    @gucci

    @winston__nguyen is part of a selection of TikTok talents who participated in the ##GucciModelChallenge. Voice-over by @morganpresleyxo

    ♬ original sound - Gucci