Skip to main content
BoF Logo

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

When Taste Is All Over TikTok

Fashion’s ability to sell cultural capital comes under pressure when brand codes are common knowledge and style cues travel at the speed of social media, writes Robert Williams. Does luxury’s signalling power need stronger encryption?
Luxury brands and TikTok screenshot collage
For fashion brands that trade on social and cultural capital, the breakneck pace at which products are broadcast to the world via TikTok’s “For You” page is both a blessing and a curse. (BoF Team)

Subscribe to High Margin

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

Hermès ‘Game’ Leaves a Bad Taste

In this week’s High Margin luxury newsletter: A softening resale market for Birkin and Kelly bags poses questions for luxury powerhouse Hermès. Plus, a run on Chanel’s stores during Paris Fashion Week.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON