It’s undeniable that TikTok and its loyal content creators—some with social followings the size of small countries—have permanently altered the fashion landscape. Since its U.S. launch in 2018, the app has been a Pandora's box for the industry, with its impacts unfolding in real-time. TikTok has opened up the playing field for smaller brands and given once-armchair experts access to a notoriously exclusive industry.
The platform also promotes self-discovery through personal style, with movements like the 75 Hard Style Challenge encouraging users to wear only what's in their wardrobe for three months. Over 375,000 TikTok posts are currently tagged with #75hardstylechallenge, and participants, even those who didn't make it the entire 75 days, wax poetic about how it made them fall back in love with their closets.
