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Five to Follow: Luxury Fashion Brands on TikTok

Dan Flay spotlights how luxury brands are using TikTok and the creative ways they're producing content.

Luxury brands aren't typically early adopters when it comes to new and emerging platforms, but TikTok is proving to be the exception. A wealth of luxury brands are embracing the viral appeal of short-form videos set to music and swiftly creating content that incorporates the latest trending challenges. Discover our favourite luxury brands to follow on TikTok below.

When it comes to TikTok, Jacquemus is doing everything right. Take their 'Adele' challenge, for example - it was a masterclass in how premium brands can balance luxury with trending videos on the platform. In the video that's believed to have started the trend, a gummy bear appears to sing the first few words of 'Someone Like You' by Adele. The camera then pans to a huge crowd of gummy bears who finish the lyrics. Jacquemus replaced gummy bears with the Le Chiquito mini bag to perfectly replicate this viral moment.

Alice + Olivia by Stacey Bendet is another brand winning at TikTok. Savage by Megan Thee Stallion has become synonymous with the short-form video-sharing app, with users in their millions creating videos of themselves lip-syncing and dancing along to the hit track. Stacey dressed up her daughters in new-season Alice + Olivia designs and filmed them performing the now iconic TikTok dance routine. A willingness to embrace this type of playful video content works to humanise brands and endear them to audiences.

Burberry doesn't follow trends, it sets them. The British heritage brand encouraged TikTok users to participate in its 'TB Challenge' a nod to the Thomas Burberry monogram instated by Creative Director Riccardo Tisci. TikTokers were asked to film themselves attempting to create a 'TB’ hand gesture and share their videos. If a luxury brand can't find a 'challenge' that's right for them, devising their own is the next best thing.

In amongst campaign videos of Kendall Jenner, A$AP Rocky and Shawn Mendes (which have been re-purposed for the platform), users can go behind the scenes at events and shoots. Clips of long-form content such as the brand's collaboration with Patricia Manfield are teased, along with a call to action to visit Youtube to watch the full-length version. Brands can learn a thing or two from Calvin Klein when it comes to utilising existing assets, but the underwear favourite still has a way to go when it comes to embracing conventional TikTok content ideas.

As part of its '5 Ways to Wear It' initiative, Ralph Lauren partnered with TikTok influencers Andres Willey, Iani Baker, Dixie D’Amelio and Sam Hurley to create a series of videos that saw them styling their favourite pieces from their new collection. The famous TikTokers danced to music, showcasing how they'd style each product edit.

Words by Dan Flay


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