For Chabbi, it opens an important dialogue rather than top-down reporting. “I have a lot of people who seem to disagree with what you’re saying. That’s fine, but at least they’re different humans. For example, it’s not a one-way conversation from a magazine to an individual, but an open conversation.” It’s a nice conversation.”

Collaborate with the next generation of fashion commentators

Content-rich social media critiques are beneficial for brands. “The styling is easy to see and scroll quickly, but journalism content needs to engage viewers, which increases video watch time.” ,” he adds.

TikTokers like Lee are trying to move beyond the way brands work with traditional fashion commentators: the “I have the product, so I buy it” model. In this her SS23 season, she decided to focus her content on a more general green screen video rather than a more generic green screen video, as it would differentiate her from her growing community of critics on social media and potentially attract new brands to her partner. We are changing to an editorial video series.

“The success of influencers like Lee clearly shows that brands need to offer influencers/creators more than just products. , and how people experience the brand, to give them the content to work with,” Jewel says.

Brands can also tap into the power of fashion critics as consultants, using their in-depth knowledge to educate and inform strategy, says Karasulis. He consults for companies such as the tech app Idoru.

Critics and commentators’ reports often refer to talents like Hildreth and Lee as “fashion outsiders”. “I never want to be an insider versus an outsider, because what does that mean?” Lee says. “I think it’s elitist to use terminology and think of TikToker as an outsider. increase.” (vogue business Owned by Condé Nast. )

Hildreth is now paper During NYFW, he contributed to magazines as a freelance writer and posted his own commentary. For her, it has always been her ambition to use TikTok content as a springboard to traditional media. “I absolutely hate it when things like sponsorships keep me from being able to say what I want to say,” she says. “But on the other hand, there is power in having a tenure magazine behind you.”

Xavi, on the other hand, believes in individual power. “We had fashion critics before us, and we also had platforms like Diet Prada telling people about fashion. I feel like I have a level of accountability that makes me want to see the thoughts. People want to be able to define who is behind these thoughts and contextualize them.”

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