TIK TOKERS AND LUXURY FASHION BRANDS

Tik Tok has become the social network of choice for young people, which is why luxury brands have chosen different Tik Tokers to make themselves known to the young public.

As we have seen in the previous article, Emma Chamberlain was the first teen influencer to become a huge part of such a major brand as Louis Vuitton is. Since then, other luxury labels have decided to approach a younger public in order to position themselves as brands whose garments can be worn by all audiences, regardless of age, breaking the stereotype that luxury brands are brands with classic, non-innovative styles.

This year, mainly due to the current health situation, Tik Tok has become one of the most used social networks by young people, making many users gain millions of followers at the beginning of the quarantine until they have become authentic influencers of the young public. In this regard, we will show different well-known Tik Tokers who have took part of the different online fashion events:

The nineteen years old Tik Toker and singer Dixie D’Amelio (47.7M followers) was invited by Chanel to her first fashion show. Since the show was held online, the brand decided to invite the Tik Toker to have the full experience of the show. To do so, they invited her to a hotel room where different outfits made with garments of the brand she could choose from to watch the show, as well as she got her makeup and hair done for the occasion. The Brazilian fashion and beauty guru Camila Coelho, who has great experience in the world of fashion and parades, was also present and taught Dixie D'Amelio the best tips and what to do before, during and after the event.

Another case is that of Addison Rae (73.7M followers), who was invited to the virtual show of the Miu Miu brand. Together with a team of make-up artists and hairdressers who went to her own home, the Tik Toker prepared for the event along with different outfits and accessories of the brand.

Lastly, we have Avani Gregg (30.4M followers), who was invited by Louis Vuitton to spend a French day from his hometown, Los Angeles. For the occasion, she was invited to one of the brand's shops, where both she and her boyfriend could choose their outfits to have a romantic dinner in a traditional French restaurant. Together with a make-up artist and hairdresser who went to her house, she prepared for the occasion.

Through videos on Youtube, as well as publications on Instagram and Tik Tok, the respective luxury brands became known, in a much more dynamic way and to which users are accustomed, to the followers of this Tik Tokers, thus making a place for themselves among the new generations.