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How TikTok got street cred in the fashion industry

Instagram Reels is competing with TikTok for the attention of young users. Image: Bigstock.
The exponential growth of video sharing app TikTok during the pandemic prompted many brands, including major fashion houses, to explore the platform and look at connecting with consumers in different ways.  And the net result for TikTok, according to Felicity McVay, TikTok’s director of content partnerships Australia & NZ, has been a “dramatic increase in credibility within the fashion world”. Speaking at a panel discussion about digital platforms, as part of Melbourne Fashion Fes