TikTok became a major player in the fashion industry this year. While young consumers turned to various things as a source of comfort while in quarantine, fashion became a major escape—and TikTok became a key place for them to get into new fashion trends. From looking like a Gucci model to dark academia and cottagecore, many of these trends fueled viral challenges that each received millions of videos and views. This year, popular TikTokers also started to become fashion influencers: Charli and Dixie D’Amelio sisters secured a brand partnership with Hollister for a back-to-school campaign, while Addison Rae got a deal to head American Eagle’s first remote digital campaign. (NYLON)
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