Tiktokers vs bloggers at Fashion Week oh my. The blogger sphere is in an uproar. Reminiscent of 10 years ago when fashion editors gripped about bloggers. Now TikTokers are taking over the fashion influencer space. Even if they don’t create content around fashion. It is a WTF moment in Fashion PR.
Tiktokers Replaced Bloggers Fashion Weeks
Very prior to TikTok and throughout Instagram’s early days, a new wave of unforeseen style VIPs became the face of fashion month: bloggers. Susie Bubble, ManRepeller’s Leandra Medine, Aimee Song, and Catherine Kallon of Red Carpet Fashion Awards. At the time—2010s, the industry was skeptical about all non-editorial critics.
In fact, luxury houses were quickly recognizing the power of their clothing being snapshotted in viral street style images of these fashion bloggers. Even better if they were photographed while en route to their show. Thus, a digital reboot of runway seating charts began.
Tiktokers Replaced at Fashion Week
Normalization of this concept has set in over the past ten years, only to be once again challenged by the exponential growth of YouTube and TikTok stars. Emma Chamberlain, known for her relatable videos on social media and prodigious ability to set trends for Gen Z. She was elevated to the role of Louis Vuitton Ambassador after attending their Paris Fashion Week show in 2019 at only 18 years of age. Since then, Chamberlain has attended the Met Gala with Vuitton.
TikTokers attract new customers, but Instagrammers reinforce brand values and play to core consumers. So, who gets front row as the new guard enters?TikTok has gained a lot of popularity in the last few years, and with the unfortunate event of Covid-19, when people were locked up in their houses and didn’t have much to do, TikTok was on fire. People had a lot of free time, and TikTok saw a boom in the number of both the audience as well as creators.
Fashion Week & TikTok
Since TikTok is a short video creation platform, creators posted 10-20 videos a day which take about 5-10 minutes to create one, and people had a lot of free time during lockdown. But, hatred comes in handy with fame TikTok has always been criticized for killing creativity and taking away the audience of the well deserved. Yet, TikTok is showing the nonperfect content creator rise to fame and we saw it during fashion week.
A TikTok posted by @nyctrends showcased a sliver of how many social media creators were on New York Fashion Week’s VIP guest list this year. Prior to the comments being turned off, people were whispering about how they hardly recognized any of the attendees. Most were TikTokers.
On the app, #nyfw has over 443.3 million views, while #fashionweek has 3.1 billion. The audience more than exists. TikTok users crave being digitally involved in fashion’s exclusive world, motivating brands to partner with the app’s favorites to get their designs exposed through vlog-style content.
Rising Fashion Stars of TikTok
Plus, the TikTok content mania is not limited to runway onlookers. Countless rising models recorded behind-the-scenes looks at their casting calls, while fashion students showcased their experience working backstage. Even some editors have taken a stab at content creation, stylist and freelance writer Caroline Vazzana posting everything from insider tips for getting in shows to her getting ready process.
I think the problem Fashion Bloggers are having is learning how to create content for different media. TikTok asks the creator to be real, dance and be funny. The 4 E’s of TikTok, Elaborate and Teach, Engagement, Explain and Explore and motivate your followers. If you are not on the platform yet check it out and watch and learn.