We know that TikTok is mostly known for giving every bizarre microtrend a name — was clowncore ever really a thing? — but in 2022, the app has given way to a new generation of fashion critics, and become a place for no-holds-barred reviews of every little tip, or cult item.
From the infamous dresses that seem to suit everyone under the sun, to the old favourites Gen Z are putting on the digital map, these are the best fashion brands going viral on TikTok.
Skims
If you’re not already enraptured by the before and after clips demonstrating the magic of Kim Kardashian’s Skims’ shapewear, then get scrolling.
While the reviews have led to constant sell-outs for that dress and bodysuits, TikTokers are also celebrating the equally impressive basics like underwear and bra solutions for everyday wear.
House of Sunny
We knew the infamous Hockney dress by Scandi brand House of Sunny was going to be huge when Kendall Jenner snapped herself in the green iteration. But since then, instead of dying out, hundreds of TikTokers have taken to the app to show different ways of styling the statement piece, proving that not all maximalist or trend-driven pieces need to become a one-and-done situation.
Aritzia
Often referred to as ‘Canadian Zara’, Aritzia is a great one-stop shop for both good basics — think everyday pants, t-shirts, button-downs and knitwear — as well as going-out tops and flirty sundresses. With their sweet prices, too, it’s no wonder the brand has amassed a legion of haul videos on their hashtag, with little buyer’s remorse.
TikTokers are particularly fussed over its Wilfred Effortless Pants that come in over 20 colours and are available in short, regular and tall fits.
Girlfriend Collective
Not only does Girlfriend Collective create stunning athleisure and basics, but it also provides options for those of us that are averse to traditional workout clothes. Think skorts, unitards, tennis dresses and stylish sweaters that can all be worn casually or when you’re breaking a sweat.
But what’s really catapulted the brand on TikTok is its attention to extended sizing offerings, which go from an XXS to a 6XL so fewer people miss out on cute activewear.
With Jéan
The Aussie label is making waves on a global scale thanks to the demand for its ruched Alexa mini dress — a dress with its own hashtag and a whopping 80 million + views on the app. And just one scroll of the tag proves how it really does look good on everyone.
Zara
It’s easy to discount Zara when there are so many under-the-radar brands to be discovered. But ever so often, a staple piece begins making waves for its versatility and affordable price points. Take their viral pink dress, or Rosie Huntington Whiteley-approved bodysuits and wide-leg jeans that have reignited the old favourite’s popularity among younger generations.
Mejuri
The Toronto jewellery brand was initially spotted on all our favourite British style bloggers before making its way to TikTok.
Now, one search of the brand on the app and you’ll be met with its cult following who tend to boast huge collections of Mejuri’s offerings.
Miaou
With the Y2k movement still booming on TikTok, Miaou, the Parisian brand loved by the likes of Dua Lipa, Bella Hadid and Julia Fox, is a go-to for retro-romantic dresses,
TheRealReal
With designer vintage taking off amongst Gen Zers, it’s no wonder they’re turning to TheRealReal for premium secondhand, all guaranteed to be authentic and at a steal of a price.
Alo Yoga
In the oversaturated world of celebrity-endorsed activewear, it’s easy to shrug most of them off. But Alo Yoga gets the ‘Tik’ of approval for their comfortable fits and stylish designs that can be easily mixed with your everyday wardrobe.
Like what you see? How about some more R29 goodness, right here?
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