Editor
Luxury is officially all-in on TikTok.
High-end brands like Gucci and Dior have operated on the short-form video platform since 2020, if not earlier. But the fashion discourse on TikTok was still dominated by fast-fashion hauls and dupe talk. When luxury brands made waves it wasn’t always in the ways they wanted. For every viral success like Prada’s bucket hat challenge, there was a fiasco like the widely mocked Chanel advent calendars in…
