From TikTok to the Runway

Social media is now one of the strongest forces shaping the fashion industry. Platforms like TikTok and Instagram have changed how trends are created, shared, and sold. Instead of waiting for designers to set the tone on the runway, today’s trends often start with regular users going viral online.

TikTok, in particular, has become a powerful trendmaker. Popular hashtags like #OOTD (Outfit of the Day) or viral fashion challenges quickly introduce new styles to millions of viewers. According to Fashion United (2022), TikTok has significantly influenced the rise of “microtrends” short lived fashion fads that come and go in weeks, driven by fast content rather than fashion calendars.

This quick cycle has also impacted consumer buying habits. Statista (2022) reports that Instagram is the most-used social media platform for direct fashion purchases in the U.S., meaning users aren’t just discovering trends they’re buying them in real time. The connection between content and commerce is more direct than ever before.

Brands are adapting fast. Many now monitor social media closely to understand what’s trending and adjust their collections accordingly. McKinsey & Company (2023) explains that brands that quickly react to viral trends and online sentiment perform better in today’s fast moving market. This responsiveness is especially important for engaging Gen Z, who spend a lot of time online and expect brands to meet them where they are.

But social media doesn’t just spread trends it also gives voice to values. Consumers use these platforms to call out brands for lack of diversity, poor labor practices, or environmental harm. As McKinsey & Company (2023) notes, fashion companies are under increasing pressure to align with the ethics and concerns of online communities.

In short, social media has flipped the fashion system. It’s made style more accessible, faster, and more personal. Today, a trend can start with one post and end before the week is over.

Can Yigit Saglam

Fashion United. (2022). How TikTok has influenced the fashion industry. https://fashionunited.com/news/fashion/how-tiktok-has-influenced-the-fashion-industry-1665567826/20220830448358

Statista. (2022). U.S. social media used for fashion purchases 2022. https://www.statista.com/statistics/1389883/social-media-direct-fashion-purchases-us/

McKinsey & Company. (2023). The influence of 'woke' consumers on fashion. https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion