Fashion trends on TikTok, real or fake?

TikTok is now like a big "stage" that shapes the fashion sense of young people. From Y2K, colorful dopamine dressing to viral outfits associated with idols, this platform has not only changed the way young people approach fashion but also challenged the traditional way of operating the industry.

From short videos to global trends

With just a few seconds of appearing in a million-view clip, a hand-crocheted sweater, a pair of high-top boots, or even a simple vintage floral dress can "sell out" on the platform. Typically, the hashtag #OOTD (Outfit Of The Day) on TikTok has surpassed tens of billions of views. This is one of the most popular hashtags on the platform, clearly demonstrating the enormous spreading power of fashion and personal style on TikTok.

Beautiful designs when mixed and matched creatively and artistically not only help the brand continuously "sell out" but also make photographers and creators "always on fire" because they are sought after.

PHOTO: ZINBLE STUDIO

According to stylist Hoai An, who has collaborated with many local brands in Hanoi : "There are clips of very simple outfit coordination: choosing the right color tone, wearing a shirt from a little-known local brand, but because the overall look is eye-catching and matches the vibe, viewers will immediately ask "What are you wearing? What brand is that?" And after just one night, that brand can be searched for a lot, even sold out."

Ms. Nguyen Thi Hang Nga (founder of TheCue brand) said: "There are products that we initially only expected to sell steadily, but suddenly sold out after being reviewed and appearing in a TikTok video. That means just an organic review video combined with KOC (influencer) attached to affiliate (affiliate marketing) created a strong viral effect - causing that SKU (stock code) to sell out in 48 hours. It can be said that authentic content from customers sometimes has a stronger conversion power than paid advertising."

"An outfit goes viral when it meets three factors: it has a sympathetic story, is easy to replicate from basic items, and has a strong visual language. At that time, the outfit is no longer just for wearing, but becomes a common statement of the community. Its influence on young people at that time is huge," said fashion expert Travis Nguyen.

It can be seen that the rise of platforms and short videos has opened a new era for the fashion industry, where trends are formed and spread at a dizzying speed.

TikTok, combined with the influence of idol stars, has encouraged young people to shop emotionally and created explosive fashion shopping trends.

PHOTO: CHANEL

Consumer behavior: fast, neat and… spontaneous

Young people, especially Gen Z, are showing that their shopping habits are directly influenced by TikTok. They are "lazy" to refer to traditional lookbooks, preferring to "scroll" for inspiration. The emergence of trends like "TikTok made me buy it" clearly reflects the impulsiveness and spontaneity in consumer decisions: seeing something that suits your eyes, seeing your idol wearing it, immediately ordering.

Along with the convenience and sense of being up-to-date comes the risk of product quality. Many hot trend outfits, when they reach your hands, are not the same as the glamorous images on TikTok: poor materials, poor seams or designs that are difficult to apply in real life. This raises the question: are young people really buying fashion, or just buying an "illusion" from a carefully edited video?

Fashion expert Travis Nguyen commented: "I see a generation that dares to explore and define themselves. They shop not just to wear, but to tell their personal stories. But I must admit: the speed of trends on TikTok easily drags them into a temporary "craze". As a stylist, I always advise: Let each item you choose be a part of your identity, not just a "ticket" to keep up with the crowd. And how to buy, or watch a video that is really high quality and useful for yourself. As people get older or mature, they prefer simplicity and sustainability instead of buying according to trends."

Stylist Hoai Anh also commented that the speed of changing trends on TikTok is a double-edged sword - both a driving force for creativity and a pressure for brands. "On the positive side, TikTok's fast pace forces brands, stylists or fashion creators to constantly update and explore new things. Thanks to that, the general aesthetic taste is also improved, and local brands have many opportunities to experiment and break out of their comfort zone. But on the other hand, if they are not brave enough, it is easy to fall into the "trend chasing" spiral, instead of creating their own identity," Hoai Anh commented.

On TikTok, designs associated with major campaigns or national spirit often go viral.

PHOTO: THECUE

"For brands, the pressure is to constantly launch new products. For young people, it's the fear of wearing anything that's out of fashion, and the fear of posting anything that no one will see. Over time, this causes true individuality and creativity to fade. I think the problem isn't TikTok, but how each person and each brand approaches it. Following trends isn't wrong, but you need to be selective and clearly define your identity. Keeping your own uniqueness is what will help you be remembered in the long run," this stylist emphasized.

Trend - real or virtual?

There’s no denying that TikTok has changed the entire fashion landscape. But the question is: are the trends that explode on this platform truly sustainable?

TikTok has democratized fashion, making it possible for anyone to become a trendsetter. Fashion is no longer the preserve of the runway, but is now available on the streets, in bedrooms, and through personal cameras, encouraging creativity and self-expression.

However, the explosion of viral outfits every week also brings with it the consequence of "trend overload": the life cycle of clothes is shortened, creating waste and pollution, while young people are the generation most concerned about sustainability. TikTok is therefore both "virtual" in terms of durability and "real" in terms of influence, forcing brands to not only catch the "trend" quickly but also to know how to select and turn trends into long-term values ​​in terms of aesthetics and quality.

Ultimately, the answer lies in consumer awareness and the brand's sustainable strategy in redefining the word "style".

Source: https://thanhnien.vn/xu-huong-thoi-trang-tren-tiktok-that-hay-ao-185250920193605267.htm