This weekend, the social media giant, TikTok, made a major surprise announcement: it is launching its very own Fashion Month. The popular platform will be live streaming fashion shows during a month starting from now until October 11th. A move that signals a move to create a more accessible, direct-to-consumer fashion show. As CeCe Vu, TikTok’s fashion content partnerships lead, tells WWD: “We’ve seen the fashion industry reinvent what luxury fashion means to culture and society through TikTok by bringing fashion into the homes of our community during quarantine.”
Louis Vuitton and Saint Laurent are among the global fashion houses to take part in the project, entitled “TikTok Fashion Month”. (They already presented their first experiences on the platform earlier in September and engaged millions of users on the app). According to the schedule on TikTok blog, the next ones to watch are Alice & Olivia, who created a capsule collection with PUMA exclusively for the platform. “TikTok is an amazing, innovative platform for creative expression merging the worlds of fashion, music, art and design," said Stacey Bendet, chief executive officer and creative director of Alice + Olivia. “Collaborating on a fashion week capsule to support inclusivity and diversity was really fun to work on and I can’t wait to see the content created with our designs.” JW Anderson is also set to debut their women’s spring/summer 21 collection on TikTok.
TikTok promises to live stream at least two shows a day and also propose unique styling tips and challenges from its many fashion creators (such as Wisdom Kaye and Ariam, for instance). Since its launch in 2016, the video sharing social network has been super popular among Gen Z and millennials. Though, as a result of the coronavirus lockdown, fashion’s digital transformation, at a time when IRL stores have been forced to close, has been crucial for sales and raising brand awareness.