According to the TikTok teams, their mission is to inspire users and enhance their daily lives by providing a platform for them to express their creativity and have an authentic, fun, and positive experience. Despite the digital world of TikTok seeming distant from the luxury industry, both share a common thirst for innovation and creativity. It is not surprising that luxury brands have found a certain level of enthusiasm on TikTok, with hashtags like #Luxe garnering over 2 billion views and #fashionhistory accumulating 1.2 billion views (source TikTok). Additionally, the global TikTok community is gradually reshaping the boundaries of luxury, leading to new trends and changes within the industry.
One notable trend is the emergence of fashion shows on TikTok. Influencers like Loulou Ferrary have taken it upon themselves to recreate fashion shows, with Loulou Ferrary even using music from Givenchy’s runway show. This trend is prompting luxury brands to reconsider their traditional fashion shows and consider live or delayed broadcasts on TikTok, allowing a wider audience to partake in these intimate brand moments.
Another trend gaining traction on TikTok is the repurposing of luxury objects. The hashtag #luxuryhacks showcases videos of users transforming luxury items for alternate uses. For instance, a Cartier watch case being repurposed as a jewelry box. This trend showcases the creativity and adaptability of luxury items.
TikTok is also bringing luxury to reality by emphasizing authenticity. Luxury brands typically focus on highlighting perfection and creating a dream-like narrative world, but TikTok disrupts this by prioritizing transparency and emotion. Unboxing videos and showcases of more accessible luxury are becoming increasingly popular. TikTokker Cyril Schreiner’s series “The Cheapest Item at Moncler, Porsche, Versace, Fendi…” is a prime example of this trend.
Furthermore, TikTok has created a platform where fans can become luxury store reporters. Influencers like Luisa Gonzalez, known as @lavetrinista, analyze and share their in-store experiences with their communities. This trend calls for luxury brands to share more behind-the-scenes footage, giving consumers a peek into the making of a fashion show, photo shoot, or the creation of a piece of jewelry or perfume.
Inclusion is also a significant element of engagement on TikTok. Brands that appeal to a larger audience tend to be more powerful. The hashtag #ForgottenSuperModel, for instance, has gained over 35.9 million views. The challenge for luxury brands is to make inclusion a non-issue and celebrate diversity. The TikTok community proudly embraces their differences in shape, style, and more, making heterogeneity the new cool.
Overall, TikTok teams are continually working towards creating a space where users can interact with luxury brands in new and exciting ways. Their efforts aim to make the world of luxury more accessible and inclusive for all.
