Luxury brands invest more and more on Tik Tok, the social media created in 2016, with 1 billion of clients, that offers short and less studied clips compared to the filtered images of Instagram. Some brands loved by post-millennials, including Ralph Lauren and Calvin Klein, have been on Tik Tok since 2018. Burberry launched the #TBchallenge in June, inviting everyone to draw the TB logo with their hands. OlivierRousteing, creative director of Balmain, presented the partnership with Puma and Cara Delevingne and, a few days ago, the French fashion house presented their #BalmainEnsemble archives. Jacquemus proposes excerpts from the fashion shows and the backstage of the advertising campaigns involving top models such as Gigi Hadid.
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