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Fashion

Fashion designers and influencers you need to follow on Tiktok now

T / Trends & Tips

Fashion designers and influencers you need to follow on Tiktok now

The list includes Nellie Lim, Willabelle Ong, Simon Porte Jacquemus and Loora Wang

by Valerie Wong and Sean Tham  /   July 17, 2020
fashion designers influencers tiktok nellie lim

Credit: Nellie Lim

Andy Warhol declared in 1968 that: “In the future, everyone will be world-famous for 15 minutes.” But apparently, 15 seconds is enough. Enter Tiktok. While it was launched back in 2017 by Chinese tech giant Bytedance, the app is seeing a host of newer joiners from fashion – which you’ll need to follow, stat.

Fresh faces include local influencers Nellie Lim and Willabelle Ong, who both started in April Partly motivated by the new-found time at home due to circuit breaker measures, they say they’ve been drawn to Tiktok, which allows users to create 15-second clips of comedy skits, dancing etc, as it’s making them rethink the content they create.

“IG has always been more like a magazine – curated, glossy and beautiful. Most people are surprised that my IG doesn’t reflect my offline personality, so it’s great that I have Tiktok to let my actual personality shine,” says Nellie. The 31-year-old has already garnered over 16K followers on Tiktok. She says : “The comedy videos with my husband always do the best because they’re relatable.”

fashion designers influencers tiktok willabelle ong
Credit: Willabelle Ong

Willabelle agrees. While she maintains a “strong fashion element”, she loves that “the content does not have to be perfectly edited”. But less “perfect” does not mean less work. She plans the main concept, outfits, song choice and transitions, then spends an hour or two filming each. Both Nellie and Willabelle have seen their videos going viral (with over a million views).

But who are behind these views? Doreen Tan, User & Content Operations manager at Tiktok Singapore says the key demographic ranges from 16 to 26 years old. The bulk of users hailing from Gen Z explains why some of the biggest players right now are teenagers.

Take Charli D’Amelio, 16. The US Tiktok star has amassed 60 million followers from partaking in (or leading) viral dance challenges. And fashion brands have been taking notice. In February 2020, she was invited to Prada’s FW ’20 show at Milan Fashion Week and a video of her dancing with three models raked in 6.8 million likes. Then there’s Noen Eubanks, 18, who went from creating silly lipsyncing videos to becoming the face of French fashion house Celine.

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Local multi-label e-commerce site Zalora created its Tiktok account in September 2019 in hopes of targeting this very market, identified as one of the fastest growing consumer groups. “This is the first generation purely born into the digital world, so the way we market to them has to be different, like experimenting with new tools that allow us to better engage them,” says Illya Nadira, regional head of social at Zalora.

The results are already showing. Its #ZStyleNow campaign last September gained 1,160 entries in six days, far exceeding its weekly average of 200-300 in Singapore. To achieve this, Zalora roped in its community of influencers in Asia, including Camira Asrori from Singapore.

Homegrown label Pomelo is also basking in the figures. Despite joining only in March 2020, its campaign #PomeloGirlsAtHome has already garnered 2.4 million views.

https://www.herworld.com/gallery/fashion/trends-and-tips/fashion-designers-influencers-tiktok/
fashion x tiktok
Local influencer Willabelle Ong
image
Willabelle Ong
US Tiktok star Charli D’Amelio, at Prada’s FW ’20 show
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Prada
Zalora’s #SelfCarewithZalora campaign
image
Zalora
Zalora’s #SelfCarewithZalora campaign
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Zalora
Local influencer Nellie Lim
image
Nellie Lim
Filipino actress Janeena Chan’s entry for #SelfCarewithZalora
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Zalora
US Tiktok star Noen Eubanks’ Celine campaign shot by Hedi Slimane
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Celine
Indonesian influencer Ana Octarina’s entry for #PomeloGirlsAtHome
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Pomelo
Vestiaire Collective’s social media manager Valentine Tedo
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Vestiaire Collective

But with Tiktok still in its nascent stage, many brands are still figuring out how to use the platform fruitfully. “We know that there are many Tiktok users who do not use other social media platforms,” says Severine Tetaz, head of global social media of Vestiaire Collective, who launched the site’s account in April 2020. “Our challenge is that we are not able to drive direct traffic from Tiktok to our own platform without placing ads.”

Still, the increased participation of brands to engage the young circles back to growing opportunities for them. “More brands hopping on means more partnerships,” says Willabelle.

While no one can say for sure that Tiktok won’t share the same fate as apps like Vine or Snapchat, the app is promising in the positivity it perpetuates, and this community spirit is appealing to brands and individuals who are looking to engage an audience. Severine says: “It’s leveraging everyone who’s part of the community to give it a human and spontaneous touch.”

Apart from fashion influencers, below are four designers that you should be following too for enjoyable video content.

This story was first published on Her World’s July 2020 issue.

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#HerWorldWithYou: Jenn Chia shares tips on adapting in times of Covid-19

https://www.herworld.com/gallery/fashion/trends-and-tips/fashion-designers-influencers-tiktok/
Fashion designers and influencers you need to follow on Tiktok now
1. Simon Porte Jacquemus
custom

The French designer is known for his designs with a certain je ne sais quoi inspired by his hometown of Marseille, and his videos exude that dreamy summer-getaway-at-the-French-Riviera vibe. Despite joining Tiktok just a few months back, he has already amassed 140.3K followers – now that’s impressive.

Follow him at @jacquemus.

@jacquemusBONJOUR LEO WALK ##jacquemus♬ son original – jacquemus

2. Olivier Rousteing
custom

Ever since Rousteing was appointed as Balmain’s creative director in 2011, he has transformed the storied fashion house into one that appeals to a younger crowd, all thanks to his contemporary designs. And he’s now one of the few designers to join Tiktok, expanding his reach to a wider audience with cool, stylish and fun videos.

Follow him at @balmain.

@balmainA moment that we will never forget, a moment of togetherness 🖤 Dress, Suits, Dance, Repeat. ##balmainsurseine♬ original sound – balmain

3. Loora Wang
custom

Remember that Tiktok video featuring two stylish women walking down the street that went viral a few months back? That was on Chinese fashion designer Loora Wang’s account. With almost 30K followers on Tiktok and 3.6 million followers on Douyin (a Chinese version of Tiktok), she often creates cool content that showcases her designs from her own fashion label, Loora PWD, with her sister.

Follow her at @loora8888.

@loora8888##dance♬ nhạc nền – 王老王

4. Stacey Bendet
custom

The CEO and creative director of contemporary label Alice + Olivia shows us what it’s like being in quarantine with kids. Her videos also offer a peek behind-the-scenes at campaign shoots, often with pops of vibrant colours – and her close to 50K followers are obsessed with them.

Follow her at @aliceandolivia.

@aliceandoliviaPOSE ##behindthescenes ##fyp ##GreenScreenSky ##backyardvibes ##summervlog♬ original sound – nussbus13

  • TAGS:
  • #TikTok
  • fashion designers
  • fashion influencers
  • local influencers
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