Luxury brands are getting on TikTok. While luxury companies are usually slower to adopt new trends, they’ve been jumping at the opportunity to get on the short-form video app that’s skyrocketed with Gen Z. In 2018, Calvin Klein and Ralph Lauren added the platform to their marketing. But this year, Dolce & Gabbana, Tory Burch, Burberry, and a wave of other brands that got on board. Some are partnering with and relying on influencers: Prada invited TikTok star Charli D’Amelio Milan’s Fashion Week, and her resulting post garnered over 36 million views. (Digiday)
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