TikTok’s new fashion strategy is attracting luxury brands to the viral video sharing app, as Vogue reports. During the pandemic, TikTok has encouraged a pivot to fashion by recruiting established influencers to join the app and helping luxury brands launch TikTok accounts, collaborations and campaigns. Gucci, Balmain and most recently Balenciaga have launched TikTok accounts this year; others have sponsored TikTok influencer content. With 800 million active users, TikTok’s vast audience and popularity with Gen Z customers make it a competitive force to Instagram, which has long been fashion’s de facto social media platform, thanks to its focus on commerce and visual layout. Educational videos, as well as creators’ more inclusive takes on the industry, that help differentiate TikTok’s approach to fashion content from competitors. Wisdom Kaye, one of TikTok’s most-followed fashion creators with an audience of 2.7 million, posts professionally edited videos comparing cheap and expensive outfits. While Kaye believes there’s a place for luxury brands on TikTok and has recently partnered with Balmain and Zegna, he balances this high-end content with more relatable, lower-priced looks from brands like Asos.