In September 2020, #TikTokFashionMonth was successfully launched. The app featured live stream shows from major high-end designers such as Saint Laurent, JW Anderson, and Louis Vuitton. The showcase started with New York Fashion Week and continued to cover the global fashion week shows during the autumn of 2020.
The latest news from the British Fashion Council informed us that February London Fashion Week 2021 shows will take place virtually. It remains prevalent that there will be a strong connection between virtual and physical fashion shows as we adapt to pandemic living.
We recently spoke about how IMG has been using TikTok to scout new models for their agency, using the app as a tool to connect with young people worldwide. The agency’s relationship with the app is now developing further as they become official editorial partners of TikTok’s virtual event.
The agency will provide editorial content for the TikTok community amidst #TikTokFashionMonth later in the year. TikTok users will be able to access fashion week content through dedicated hashtags promoted on TikTok’s discover page. Social media and high-fashion will combine in order to reach a global audience.
President of IMG’s fashion events and properties, Leslie Russo said, “IMG is committed to bringing new opportunities to the table for the global fashion industry that help them continue to reimagine, reinvent and now, rebuild.”
Following the announcement of the partnership between Tiktok and IMG, it is clear that the fashion industry is beginning to embark on a more community-driven approach. Using online platforms allows the fashion industry to connect with a broader and more diverse audience. Platforms such as TikTok open the doors for a new generation to feel a sense of involvement within the industry.