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Agenda-setting intelligence, analysis and advice for the global fashion community.

TikTok’s Balaclava Craze, Explained

Babushka-style scarves, knitted balaclavas and other headwear accessories have become increasingly popular within mainstream fashion.
Babushka scarves, balaclavas and other headwear accessories have flooded the app.
Babushka scarves, balaclavas and other headwear accessories have flooded the app. (TikTok/ @twentysomethingfiles,@blvck.kazumi,@sagszn)

It’s increasingly difficult to see who is exactly behind fashion’s trends — literally.

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Further Reading

What #BamaRush Says About Fashion’s Future on TikTok

The viral sensation that began with sorority rush videos at the University of Alabama and name-checked labels from LoveShackFancy to Kendra Scott offers a glimpse into fashion’s informal, subcultural future on the app.

Chanel’s TikTok Challenge

This week, Chanel’s advent calendar controversy was a wake-up call for luxury brands without a compelling TikTok strategy: engage or cede the power to positively shape the digital conversation about your brand.

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