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fashion brands on tiktok

Why these accounts are absolutely smashing it and how they’ve become the most popular fashion brands on TikTok.

Welcome to the world of fashion, where creativity knows no bounds and self-expression reigns supreme! In this blog post, we’re taking a closer look at the top ten most followed fashion brands on TikTok, the ultimate platform for the creative and innovative. From the latest fashion trends to behind-the-scenes glimpses of the design process, these brands are pushing the boundaries of fashion and influencing the style choices of millions of TikTok users. So, grab your notepads and get ready to take some serious fashion inspiration from the trailblazing creators of the fashion world!


@GUCCI 2.6 Million Followers

As a master storyteller, Gucci’s TikTok strategy is nothing short of captivating. By giving their audience a behind-the-scenes look at their glamorous catwalks and campaigns, they bring the fashion experience to life. Gucci’s creative use of cinematic videos adds to the allure, leaving viewers in awe of their luxury brand. Their clever celebrity partnerships, including pop sensation Harry Styles and TikTok stars, are a testament to their innovative approach to storytelling.


@Burberry 2.7 Million Followers

As a leading fashion brand, Burberry knows the importance of connecting with its audience on a creative and innovative level. That’s why they’ve embraced TikTok, using the platform to bring their signature check pattern to life in unique and imaginative ways. From stop motion puppets to cake creations, Burberry has turned the iconic check into a fun and playful visual experience. But it’s not just about being playful, Burberry also recognizes the power of celebrity and TikTok influencer partnerships. From top models like Jordan Dunn to musical icons like Shakira, Burberry is partnering with big names to showcase their products in new and exciting ways. And they’re not ignoring the TikTok stars of tomorrow, with collaborations with popular creators like @hunterprosper adding an extra layer of trend-setting flair to their social media presence.

8. Balenciaga

@Balenciaga 3.1 Million Followers

Balenciaga’s TikTok strategy is just as bold and daring as the designs they showcase in their clothing. From collaborating with well-known celebrities like Kim Kardashian, to crafting off-the-wall content, the designers at Balenciaga don’t shy away from pushing boundaries on the social media platform. With their love for the avant-garde, the brand’s TikTok presence is a feast for the eyes and a true reflection of their fearless approach to fashion. Whether you see their content as artistic expression or playful trolling, one thing’s for sure – Balenciaga never fails to leave a lasting impression.

7. Dior

@Dior 3.4 Million Followers

@dior Enigmatic cyprus combined with floral and woody notes, Joseph Quinn is the perfect embodiment of #GrisDior by La Collection Privée Christian Dior. As unexpected as effortlessly elegant. #DiorBeauty #DiorLaCollectionPrivee #JosephQuinn ♬ son original - Dior

As the epitome of luxury and sophistication, Dior’s TikTok strategy stays true to the brand’s essence. They deliver high-quality content that showcases their opulent designs, featuring famous faces such as Anna Taylor Joy, Cara Delevingne, and Joseph Quinn. Dior strays away from trending user-generated content and instead focuses on cinematic campaigns and behind-the-scenes glimpses of red carpet appearances and catwalk backstages. With a strong commitment to luxury and quality, Dior’s TikTok presence is the epitome of class and elegance.

6. Nike

@Nike 3.5 Million Followers

@nike Turn your sound up to experience the futuristic sensation of #NikeForward through the power of #ASMR ♬ original sound - Nike
@nike The best is yet to come 🙌 Thanks to these creators for celebrating #Nike50 ♬ Seen It All - Nike Featuring Chong The Nomad

Nike’s TikTok strategy embodies their passion for sports and athleticism. They tap into the ASMR trend, partnering with creators and athletes who align with their values. Nike’s content is a mix of dance tutorials, styling their athletic wear, and jumping on fashion transition trends. The brand showcases their athletic gear in a stylish and innovative way, appealing to a wide range of TikTok users who share a love for sports and fashion.

5. Adidas

@Adidas 3.8 Million Followers

Adidas’s TikTok strategy has been a winning one, setting them apart from their biggest competitor, Nike. The sportswear giant collaborates with famous footballers, tapping into the huge following that the sport has on the platform. Adidas also keeps an eye on the latest trends, injecting a playful and humorous touch into their content, engaging and entertaining their audience. By combining all these elements, Adidas has successfully built a strong TikTok presence that appeals to sport enthusiasts and fashion followers alike.

4. Gym Shark

@gymshark 4.3 Million Followers

@gymshark make weights heavier for Jamal next time ✍️ #deadlift #gymreactions #Gymshark ♬ Speak Up - is0kenny

Gym Shark’s TikTok strategy is all about community and user-generated content. As a newer brand in the fitness apparel space, they have made a splash by carefully curating TikToks that showcase the best of gym culture. By embracing the creativity and energy of their passionate fanbase, Gym Shark has built a following that rivals established brands like Adidas and Nike. With a focus on highlighting the hard-working and dedicated individuals in the fitness community, Gym Shark has established a strong brand identity that resonates with their target audience.

3. Shein

@Shein_official 6 Million Followers

@shein_official Your closet: hacked 🤯 @Effective Spaces #SHEIN #folding #fyp ♬ Deck the Halls - Lofi - Gentle State
@shein_official Highkey obsessed with every look 🤩🤩 @Lisarosii ✨ ♬ sos - evie

Shein’s TikTok strategy is all about utilizing user-generated content (UGC) to showcase the brand’s clothing. They tap into the trend of “clothing hacks” by showcasing tips and tricks for styling their pieces, as well as featuring creator hauls and outfit inspiration posts. The brand’s approach to TikTok is heavily focused on fashion creators and influencers, as they primarily feature UGC from them. While they do occasionally post promotional content, the majority of their TikTok presence is driven by the creativity and style of their audience.

2. Zara

@Zara 6.2 Million Followers

@zara Countdown to New Year's Eve #zara #happynewyear ♬ original sound - ZARA
@zara Jumping into pop colors. Which is your favorite? We read you! With @Marta Sierra #zaratiktok ♬ original sound - ZARA

Zara’s tiktok strategy is focused on showcasing their fashion through a combination of high-quality content and influencer partnerships that have made them the second most followed fashion brand on TikTok. They collaborate with fashion influencers who have a strong following on the platform, allowing them to reach a wider audience and generate buzz about their brand. These influencer partnerships often result in stunning and aesthetically pleasing posts that showcase Zara’s latest collections and products in the best possible light. The brand also showcases their fashion in visually appealing posts that are designed to catch the eye and make an impact on the platform.

1. Louis Vuitton

@LouisVuitton 7.6 Million Followers

Louis Vuitton’s TikTok strategy is unique and has positioned the brand as the most followed fashion brand on the platform. Rather than following trends or relying on user-generated content, Louis Vuitton remains true to their luxury style by only showcasing high-quality productions of fashion promos, catwalk shows, and backstage interviews. The brand’s commitment to luxury and quality sets them apart and has attracted a large following on the platform.

Each fashion brand has a unique strategy when it comes to TikTok. From Gucci’s behind the scenes content and celebrity partnerships, to Balenciaga’s avant-garde approach, and Louis Vuitton’s luxurious high-quality productions, each brand has found a way to stand out and engage with their audience on the platform. Nike and Adidas focus on sports and trends, while Gym Shark and Shein heavily rely on user-generated content. Zara balances influencer partnerships and aesthetically pleasing posts, and Louis Vuitton stays true to their luxury image. 


If you’re looking to take your fashion brand’s TikTok presence to the next level, get in touch with us. Our team of experts can help you create high-quality fashion content that aligns with your brand’s identity and connects with your target audience. Whether you want to showcase your latest collections, create engaging tutorials, or curate user-generated content, we’re here to help. So don’t wait, let’s elevate your fashion brand on TikTok today!

Digital creator & lead creative behind SCS Studio. Mandy has worked with a number of brands including Pom Pom & Arooba Beauty to produce social media content that is both engaging and shareable.

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