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Is ‘TikTok’ clothing a thing?
With people stuck indoors thanks to the pandemic, more teens than ever are turning to TikTok for entertainment. Unless you’re new to the network, you’ll notice: a lot of people are dressed similarly. It’s official: TikTok clothing is a thing!
While Instagram popularized Kardashian-inspired outfits and makeup, TikTok has showcased popular Gen-Z subcultures.
In this article, we give fashion brands an insight to three key TikTok clothing trends that have taken over the network.
Trend #1: Athleisure: Loungin’ around
Athleisure is everywhere on TikTok, in the form of oversized sweatshirts, hoodies, sweatpants, crop-tops and tie-dye t-shirts. Because dance challenges and homemade content is so popular, this makes practical sense: this TikTok clothing trend is comfortable and geared towards movement.
Dance influencers like Charli D’Amelio (55.1M followers) often sport an easygoing, athletic look, heavily featuring brands like Urban Outfitters, Champion, Fila and the ever-popular Nike Air Force trainers.
Through influencer partnerships or endorsements, sports and loungewear brands have a unique opportunity to feature seamlessly into organic TikTok content. And, no – you won’t have to comb through thousands of accounts to find the right influencer for your brand. We make that part a breeze with our advanced influencer search tool.
Another unmissable trend: the VSCO girl! While ‘VSCO’ is the name of a popular photo-editing app, the ‘VSCO girl’ look is about channeling a casual, relaxed vibe.
‘VSCO girls’ can be found in oversized hoodies and T-shirts, lettuce-trim tops and jean shorts, accessorized with shell necklaces and scrunchies worn on the wrist. Athleisure brands like Champion pop up in this clothing trend, but the end result is girly and colorful, something between ‘preppy’ and ‘at the beach’.
Popular Tiktokkers like Addison Rae (39.7M followers) can be found wearing elements of this trend.
Natural placement in TikTok videos can help fast fashion brands engage younger audiences, who respond better to ‘advertainment’ or ‘insider tips’ rather than traditional ads.
Our case study with Missguided is a good example of how brands like Boohoo, Topshop or Brandy Melville could target a Gen-Z audience, while avoiding the oversaturated Facebook and Instagram space.
By making discount codes look like organic insider tips from an influencer, we’ve tapped into an effective style of communication for younger audiences.
Although sustainable fashion has been around for a long time, it seems that it has only now surfaced and becoming more recognised on TikTok.
But it was only a matter of time. With TikTok being the hub of creativity and innovation, sustainable fashion is something that could really thrive in such an environment.
It’s also important to remember that a large amount of TikTok users belong to the Gen Z demographic, and with report findings suggesting they prefer to buy from sustainable brands and demand sustainable retail practices, it makes sense that this trend is blowing up.
#sustainablefashion is a great example of this. With a huge 48m views garnered through this hashtag on TikTok, there is definitely scope for clothing brands to become a part of the conversation.
We’ve seen users upcycle an old pair of Nike sweatpants into a trendy crop top to transforming their favourite skirts into a 2-1 dress and skirt.
These trends reveal a massive opportunity for clothing brands to cement their brand identity on TikTok and show Gen Z that they are listening and care about things they care about.
Converse is a brand that has taken advantage of this trend. They launched a challenge on TikTok where they encouraged users to get creative and customise their Converse all-stars with the hashtag #ConverseAllStar. The hashtag received over 46m views and thousands of people rushed to get in on the trend.
So, let’s recap the three TikTok clothing trends your brand should know about: comfortable athleisure, beach-inspired VSCO girl style, and sustainable fashion.
As a result of the lockdown, our fashion shopping experiences have become entirely digital. This makes it all the more important for brands to get comfortable with emerging networks like TikTok, especially if you’re targeting a younger generation of digital natives. And with a wealth of viral engagement opportunities available – you don’t want to miss out.