TikTok to host its own month-long digital fashion event | Fashion

The social media platform TikTok has announced its own fashion month as a digital innovation aimed at rivaling the physical fashion weeks that take place around the world as well as to try to threaten Instagram’s supremacy over fashion content online.

The month-long event will begin on Friday and ends on 8 October and is set to feature a variety of hashtags and live videos. It will see a livestream of two fashion shows a week from labels such as Louis Vuitton, Saint Laurent and Alice + Olivia. Meanwhile JW Anderson will debut their women’s spring/summer 21 collection on TikTok.

Up until very recently fashion was an industry slow to adapt to the platform, which launched in China in 2016 and has since taken off explosively, especially with young people.

“I think [fashion labels] were unsure of its marketing potential,” said Jessica Schiffer, contributing editor of Vogue Business. “When

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