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TikTok is luring fashion away from the manicured perfection of Instagram - but can its popularity last?

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telegraph.co.uk

TikTok may still baffle most people over 30, but the app famous for dance videos and viral challenges has captured the eye of the fashion industry.The Chinese-owned platform has a simple concept – users upload 15-second videos or a series of clips of up to a minute – and has proven particularly irresistible to Gen Z , with a third of the 800 million global users now under 24.During the pandemic, TikTok rebranded itself as a fashion hub by recruiting influencers and helping luxury labels launch campaigns.

When fashion shows moved online, brands like Dior used it to post clips from their digital showcases, and Gucci, Balmain and Balenciaga all opened TikTok accounts this year.

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