If you were one of the 1.5 billion people that used TikTok this year, you may have seen the Four Seasons Orlando baby, been influenced to buy a bag charm, calculated your aura points, done the apple dance, looked for a man in finance and probably felt sufficiently brain rotted (if not, you might after reading this paragraph).
In 2024, TikTok solidified its role as a hub of creativity, sparking micro-trends, inspiring purchases and defining digital-first strategies for brands.
This year, 63 per cent of users reported discovering fashion products on TikTok, according to data provided by the platform, while one in three users shared recommendations for fashion items they had purchased, highlighting TikTok’s pivotal role in shaping consumer behaviour.
More broadly, TikTok has upended the traditional seasonality of fashion, replacing it with a continuous cycle of discovery and conversation. The platform has become a dynamic ecosystem where creators, brands and communities collaborate in real time to create and refine trends, catering to audiences’ ever-growing demands for immediacy, transparency and authenticity. Today, success on TikTok means more than just visibility; it’s about engaging with the community in ways that feel genuine and culturally relevant.
TikTok content
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In 2024, brands leaned into authenticity by relinquishing traditional creative control and empowering creators to take the reins. Rather than co-opting viral trends or imposing rigid campaign structures, successful partnerships centred on showcasing creators’ unique voices and styles. Marc Jacobs, for example, collaborated with model and food content creator Nara Smith, who ‘cooked’ a tote bag from scratch (the video has been viewed over 16 million times), while Jacquemus tapped roller-skating creator Janis to skate in its clothes (viewed over two million times).
Brands that thrive on TikTok have mastered the art of entering conversations naturally while adopting the platform’s unique language (with #Demure and #Aura having 21,300 and 1.3 million posts, respectively). Here, we look at what broke through on TikTok this year, using data from the Vogue Business TikTok Trend Tracker.
Brat summer
If Barbie pink was the colour of 2023, Brat green claimed 2024. The murky hue, central to Charli XCX’s album branding, became synonymous with the messy self-expression that defined the summer. Fashion searches for “slime green” surged 17 per cent across June and July, according to Lyst, with multiple brands such as Flannels, Kate Spade and ColourPop Cosmetics putting out Brat green shopping edits.
