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:
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:
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.
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.
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.
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.
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.
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.
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.
'Oh she passed away'
Creators showing the evolution of their style have used the hashtag #ohshepassedaway, revealing before and after transitions to new aesthetics.
Videos on the platform are showing the latest autumn trends, with key styles appearing such as sweater vests, and an emphasis on transitional outfits.
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.
'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.
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!