Who are the top 15 fashion brands on TikTok, and why should you care? The video-first app has proved to be a game-changer for fashion brands time and time again. In fact #tiktokfashion has over 44.1 billion views on the platform.
So who’s making waves on this channel, and how can your brand take inspiration from them? Let’s unpack the top fashion brands on TikTok.
Contents
High Street Fashion Brands
High Street brands have discovered how to utilize TikTok to build genuine engagement with their fans. Here are the ones doing it brilliantly.
1. Abercrombie & Fitch
Abercrombie has firmly established their brand on TikTok, and it’s clear to see they’re getting users on board. With 62.6K followers, they’ve built a targeted fan base who come back for their content. Their videos consist of styling tips, hauls, and showing off their products, often collaborating with influencers. They’ve also made every video unmistakably theirs.
Why does their content work?
Abercrombie hasn’t just decided to put random videos of their clothing out there. They’ve thought about how to make their content relatable to their target demographic. Since they’re marketing to people in their 20s/millennials, creating on-brand engaging content for them was key. They’ve built a culture of humor, honesty, and authenticity. Sometimes that doesn’t even include showing off the product, like in this hilariously familiar video.
@abercrombie … still might get an iced coffee though.
♬ original sound – abercrombie
@abercrombie … still might get an iced coffee though.
♬ original sound – abercrombie
2. American Eagle
When you think of classic denim, American Eagle always comes to mind. They know what they’re about in terms of aesthetics and have leaned into their all-American vibe. This includes videos of their products as well as behind-the-scenes snapshots of staff.
Why does their content work?
American Eagle has gone full pelt with the all-American feel, including influencers. They haven’t just partnered with any influencer; they’ve found the ideal collaborations making sure their values are the same. Note they aren’t just working with the biggest influencers either. They’ve collaborated with @alixearle (who has over 5 million followers) and micro-influencer @sophiesargent19 (who has 9k followers). They’re teaching brands the lesson that “the bigger, the better” isn’t always the case. They’ve mixed high-visibility brand awareness campaigns with smaller influencer content that drums up mega-engagement.
@americaneagle AE🤝AE. @alixearle is showing off her fave new #AEjeans ♬ original sound – American Eagle
@americaneagle MUST HAVE ITEMS AND GIFTS! 😍🎁 Just a couple more weeks til the 25th…are you ready for the holiday? video by @sophiesargent ♬ R o c k i n A r o u n d – phoebe • 85k
Small Fashion Brands
It’s not just the big fish that are thriving in the TikTok pond. Smaller fish are getting a massive chunk of the action when they do it right.
3. Jazzy Garms
This independent clothing brand has leaned into its central selling point. Rave-worthy fits. Showing off their colorful garments has got people talking, sharing, and eventually buying.
Why does their content work?
The beauty of this brand is that they have a very specific USP. And they lean into it a lot on TikTok. Because their products are so highly visual, they have created eye-popping content to show them in full color, literally. Since a “before and after” video of one of their dresses went viral, they soon realized this was something to repeat. What makes them so successful? They’ve clearly learned from their analytics that certain types of content work for them and used them to their advantage.
@jazzygarms new sustainable zero waste styles now available!!💕 #cyberfashion #ravefashion #raveoutfit ♬ collide but make it turbo v1 – [IVY]
4. Snag tights
This tights company has started making real moves in the TikTok world. They market their products as both gorgeous and comfy. The content they create shows this too. They will post about both their stunning designs and the comfort they provide.
Why does their content work?
Snag tights have made their content truly inclusive, showing all different kinds of bodies. This is especially important for brands now. More than 8 in 10 consumers say they would like apparel brands and retailers to offer additional fits and sizes. The beauty of doing this on TikTok is you can visually celebrate all bodies regardless of shape, size, gender, skin, or disability. And through collaborating with a range of different influencers, plus their own brand’s models, they’ve done exactly that.
@snagtights Snags are the secret to comfy and stylish outfits! So order yours today! #snags #snagtights ♬ original sound – Snag Tights
Luxury Fashion Brands
Luxury brands are looking to TikTok more and more. Some are becoming pros at it too. Here’s how.
5. Gucci
With a more is more approach, you’d be hard-pressed to ignore Gucci on TikTok. Their OTT profile aesthetic and off-the-wall ideas have made serious waves on the app. From catwalk snippets and premium visuals to off-the-cuff humor and igniting trends, they deserve their 3 million followers.
Why does their content work?
Gucci is arguably the leading luxury brand on TikTok. But it’s not just because of their products. They think outside the box regarding content, pushing the boundaries of luxury fashion while staying grounded through beautiful visuals. Through unexpected influencer collaborations like the train enthusiast @francis.bourgeois and pottery expert @speckledbrownie they have built a TikTok empire of valued fans.
@speckledbrownie #ad Throwing a vase #MakeItGucci ♬ Make It Gucci – Gucci
@gucci All aboard! 🚂 @Francis Bourgeois for #TheNorthFacexGucci. @Highsnobiety @thenorthface #AlessandroMichele ♬ suono originale – Gucci
6. Dior
With their infamous aesthetic and inspirational marketing, Dior has put their footprint on TikTok. They share exclusive ads and celebrity collaborations on the channel, plus snippets of their collections.
Why does their content work?
The French fashion house took their SS21 fashion show live to TikTok during the pandemic. This was a bold move but has actually paved the way to deeper engagement on the app today. Now you can see a lot of Dior’s fashion show content through TikTok and it’s keeping fans coming back for more.
Footwear Fashion Brands
These brands have taken a big step on TikTok. You should definitely keep an eye on their movements.
7. UGG
The original unisex sheepskin boot brand first dipper their toe into the pool of TikTok back in April 2021. Since then they’ve been making dynamic, interesting and fun content to engage their viewers.
Why does their content work?
UGG understand trends, and are even starting to create their own. “Cool people wear UGGs” is a strapline that the brand encouraged creators, celebrities and models to say in all sorts of videos. In fact TikTok users started taking over the viral sound “Cool Girls Wear Birkenstocks” and replacing the last word with UGGs. Creating trends like this and utilising influencers to speak out about them will get you in the lead on TikTok.
@mimiarr Repeat after me #uggs #uggtasman ♬ Cool Girls Wear Birkenstocks – LO
@ugg The Chestnut mini mic only speaks truths. Cool people wear #UGG. 🤎 Featured: Myha’la Herrold, @DeVonn Francis, Ella Emhoff, Sean Bennett 🎥: @ofbecomingus #UGG #FeelsLikeUgg #CoolPeopleWearUgg #FeelHouse ♬ Cool People Wear Ugg – UGG®
8. Converse
If there’s only one take-away from the Converse TikTok channel, it’s fun. They have created humorous, edgy and proudly authentic content that doesn’t just show the benefits of converse, but leans into its flaws too.
Why does their content work?
Converse listen to their audience. That is why they are so popular on TikTok. From jokey videos about how hard it is to put their products on (but following up with just how good they look once they are on) to content that clearly answers their audience’s questions. They’re highly active in the comments and are even using this section to inform their products. Just look at their latest post on knee-high converses (with 2.2million views).
@converse me during our staff meeting 🧍
♬ original sound – Converse
9. Vans
Vans originally came from skateboarding. Now they’re leaning into that even more. TikTok provided the perfect place to show off pro skateboarder and snowboarder moves and thats what Vans are all about.
Why does their content work?
Vans have a unique history and use sports influencers to build on it. Working with top sports influencers on the platform like @currencaples96 and @matthiasdandois they’re engaging with hardcore sporting fans and building different kinds of audience pools for their content. This then feeds into their whole brand and boosts brand awareness and engagement.
Global Fashion Brands
Larger brands are entering the world of TikTok globally. Their creatives and strategy are definitely worth watching.
10. Amazon Fashion
Since Amazon provide a range of fashion choices, they’ve started using TikTok to seriously show them off. Their profile is full of trends, hauls and real people trying on outfits. Each video is labeled to make the content as easy as possible to understand before you even watch it.
Why does their content work?
Amazon fashion has discovered the #tiktokmademebuyit trend and is showcasing it’s products in authentic, influencer-led ways. One partnership with @cydsimone was made to look like a video taken directly from her phone. She showcased her Amazon fashion finds and made it look completely authentic. Then other collabs have been more about styling advice and tips. Just look at how @inmyseams gives fashion color advice. The point is, every single video they do feels real. No overselling, no pushing products. Just simple style ideas and outfit inspo.
@inmyseams EVERYTHING from @amazonfashion #brownoutfits 🤎 #outfitideas #founditonamazon #amazonfashion #ad ♬ bayside by obskur – MODELS WORLD
@amazonfashion a little bit colder, a lot a bit cozier… 🧣 📽 @cydsimone #amazonfinds #fyp #travel #fashion ♬ original sound – Amazon Fashion
11. Nike
Nike’s brand ethos is “If you have a body, you’re an athlete”. On TikTok, they have drummed this in through organic content and paid media that utilises both Nike athletes and more niche influencers too. Their profile is cool, collected and crammed with content that adds value.
Why does their content work?
Nike understands the importance of UGC and encourages fans to create content at all levels. They’ve launched branded hashtag challenges like #magicboots to get viewers involved and lead the way in trending content. To further enhance this strategy, they used influencers and celebrities like @chelseafc to help spread the word about these kinds of challenges.
@chelseafc ‘I’m just too quick for him!’ 😉⚡️👟 What would you do with #MagicBoots ? @nike #cfc #chelsea #tammy #abraham #nike #fyp ♬ “WOAH!” – Cashino
12. Zara
When you scroll through the content on Zara’s TikTok page, you’re greeted with sleek fits and cool vibes. They’ve pushed a certain aesthetic, and it’s working wonders. With fashion collection snippets, styling inspo and modern imagery, their profile feels like a box of jewels waiting to be found.
Why does their content work?
This global fashion brand understands trends. They’ve created nostalgic content (that seriously appeals to the millennials in their target audience), digital art and, most notably, ASMR videos. But they haven’t just copied these ideas. They have truly made them their own, creating a whole new feeling that goes with their products. With 7.2 million profile followers, it’s clearly working.
@zara ZARA RHUIGI collection. Available February 20th #zararhuigi ♬ original sound – ZARA
Ethical Clothing Brands
13. Sezane
With ¾ of the materials in their current collections being eco-friendly, Sezane are edging into the ethical world of fashion, and their TikTok channel is thriving. They’ve run with the idea of “giving back” within a lot of their content, as well as a sprinkling of style advice and ideas.
Why does their content work?
Sezane showcases real people in real environments. They ask people questions in the street and even gift things to lucky individuals they meet. These videos feel seriously authentic and are definitely positive. Since the top reason people come to TikTok is listed as “to lift my spirits”, this is a winning combination.
@sezane Another gift ✨ who’s next ? #sezane #sezanelovers #gift #cadeau #brusselsshopping ♬ son original – Series_Mania_Festival
14. Lucy and Yak
The colorful branding of Lucy and Yak is only a snippet of what they offer. With ethical roots and a promise to treat anyone involved with their company fairly, you can imagine their TikTok is bursting with do-gooders and happy content.
Why does their content work?
Although relatively new to the TikTok scene, Lucy and Yak are already getting involved in all the app has to offer. For them, sounds are the top source of inspo. They know that trending sounds can make viewership explode and boost brand awareness. So they’ve taken some of the top audio on TikTok and made them their own. That’s the most crucial part. You need to make sure that any sound you use works for your brand. Each one they’ve worked into their content seamlessly integrates with their ethos and colourful vibes.
15. Chnge
Chnge describes itself as “a responsible design company”. What’s interesting about their TikTok is that they don’t showcase their designs as much as you might think. Instead, this brand is using TikTok as a political platform to speak about its initiatives and beliefs. This plants them as a serious brand about change, which many TikTokers will appreciate.
Why does their content work?
Although Chnge doesn’t put style tips out on their own profile, it’s plain to see that they understand the benefits of influencer marketing. They have created multiple influencer-led campaigns showing off the designs and clothing that they got from the company. Organic content from influencers can often work better than influencer content posted on a brand page because users (especially young people) inherently distrust companies. The mix of political narratives and influencer-led strategies away from their profile is a brilliant one.
@nobosart @CHNGE dropped some new pieces! #chnge #chngepartner #ethicalfashion #ad ♬ As It Was – Harry Styles
Brands not doing so well
Just as there are some amazing brands doing well on TikTok, there are also companies that have lost their way. Here’s what not to do and why.
GAP
Unfortunately, GAP has struggled to gain traction on TikTok. Why? Put simply, they’ve tried to be too polished. Posting up model images and sleek videos just isn’t going to give off the entertaining, authentic vibe that TikTokers are looking for. You can still post stunning visuals, but it’s all about the value of the content. Where’s the entertainment? Where’s the engagement? That’s what’s missing.
Accessorize
There’s one word to say about this particular brand on TikTok. Inconsistent. Unfortunately, you can’t just put a post up on TikTok and hope it goes viral. You need to consistently upload valuable content to build relationships with your audience and build a better following.
Adanola
Ok, to say that this brand “isn’t doing well” is not strictly true, but we wanted to include this as a warning to brands. Users on TikTok are demanding quality in their products so it’s essential that you don’t just deliver on content but also on the products themselves. Why? Because if you don’t, you’ll get “deinfluenced” like Adanola here. Check out our 2023 social media trends report for more on ‘deinfluencing’.
@sassybynamee surely im not the only one #adanola #adanolasweatshirt #adanolahoodie #adanolahaul #deinfluencing #deinfluencer #debate #fashiontiktok #fashion #adano ♬ original sound – ✨saskia✨
Take inspo, then make it your own
These brands are the cream of the crop when it comes to TikTok, and you should definitely be taking a page out of their book. But remember, one size really doesn’t fit all when it comes to social media strategies. So make sure you’re thinking about your core offering and how best to put it out there on TikTok.
Need some help with that? Get in touch to discover how we can help you build powerful TikTok campaigns backed by influencers.
