We’ve all heard of high end fashion brands such as Gucci and Louis Vuitton. We’ve also heard about more commercial brands such as Fashion Nova and Pretty Little Thing. Despite these four fashion houses being on opposite sides of the fashion spectrum, they have one thing in common. They’re taking social media by storm specifically a very viral platform called TikTok.
Big fashion household names have been able to position themselves through social media. They've collaborated with big names such as Emma Chamberlain and Ellie Thumann on YouTube or with Charli D’Amelio on TikTok.
Collaborations on TikTok
Most of these brands have been able to go viral on Tiktok because they know who to work with. They’ve made sure to pitch the most viral influencers on the app. In addition, they either send them clothes, invite them to events and even collaborate with them.
All of the items they send people such as Addison Rae, Avani and Charli D’Amelio appear in numerous dance trends that people replicate all around the world. The video used for reference is usually one of those three outfitted in Fashion Nova or a Gucci.
The most important thing these brands have learnt to target is a group which collaborates together to create content guaranteeing that their products and name will get maximum exposure.
The Hype House
The most recent and important collaborating hub in social media is a group of teens who’ve reached celebrity status on TikTok called The Hype House. It's a luxurious mansion located in Los Angelesand it’s only purpose is to create content.
They founded the group in December 2019 by TikTok star Chase Hudson, known as LilHudy on the platform and Youtuber Thomas Petrou. Their idea was to get the most influential people on the platform together in one space. They also wanted to generate at least 100 videos per day.
The house brings together not only ridiculously good looking people but also very talented creators. These guys engage their audience with their sense of humor, unbelievable dance skills and crazy good editing. It is only understandable that anything these creators have, their audience wants to get.
As a result a good number of TikTok accounts dedicated to “The Hype House” fashion and style have been born. These users dissect every pant, skirt and t.shirt the members are wearing and they let their viewers know where to find them, garnering even more attention to the brands that are featured.
The Queens of TikTok Take the Fashion World by Storm
Popular TikTok influencer Addison Rae launched a collaboration with Iamkoko, a local LA fashion brand. It consisted of a white cropped tank top and matching sweatpants with a leopard and the words “Always a Lady” in red.
When the collab first launched the items immediately sold out. All it took was for Addison to post 1 TikTok and an Instagram post and story and all of the gen-Z female population wanted to get their hands on one of the sets which retailed for about $95.
But what really did the trick was for Addison to send her other TikTok superstar friends a PR package from the collaboration. In no time we saw Charlie and Dixie D’Amelio and Avani rocking the clothes on their videos. They also tagged Addison and generating even more hype.
To solidify TikTok’s status as the new platform to engage the new generations with both low and high end brands the reigning queen Charli D’Amelio flew all the way to Milan to attend the Prada Show in Milano Fashion Week.
The star uploaded numerous videos to her TikTok account rocking her Prada swag. She danced numerous trends from Renegade to Say So in front of the brand’s logo at the afterparty.
She exposed the renowned fashion giant to her audience of of 40.5 million followers. Brands who usually team up with more mature figures are now trying to appeal to a younger audience.