Top Fashion Brands to Follow on TikTok

TikTok has completely transformed how fashion connects with audiences. This app has redefined the way we live, we think, we search and the way fashion trends evolve. What once relied on glamorous ad campaigns and polished editorials now thrives on authenticity, storytelling and creativity. It’s no longer just about what you wear, it’s about how you share it. The best fashion brands TikTok accounts don’t just sell clothes, they create experiences. From quick styling tips and behind-the-scenes videos to relatable moments and bold artistic campaigns, these brands know how to speak the language of social media in 15 seconds or less.

Below, we’ll look at eight standout brands that are redefining fashion marketing TikTok, and why their success offers valuable lessons for anyone building a fashion presence online.

Why TikTok Matters for Fashion Brands

Fashion has always been about influence and TikTok has rewritten the rules of who holds this influence. The platform rewards creativity over production budgets. A simple video showing how a look comes together or the process behind a photoshoot can resonate more deeply than a full campaign.

TikTok’s algorithm doesn’t care how big your brand is, it cares how engaging your content feels. That means new designers have as much opportunity to go viral as global fashion houses, if they’re creative enough.

Today, TikTok is the runway, the magazine, the search tool and the shop window all in one place. It’s where style meets storytelling.

The Importance of Using TikTok for Fashion Brands

TikTok isn’t just another social platform; it’s the heartbeat of modern fashion culture. For brands, it’s where visibility, community and creativity intersect. Ignoring TikTok today means missing out on a generation that consumes, shares and shapes trends faster than any marketing team could predict.

The platform’s short-form video format offers fashion brands a unique chance to:

• Show personality: TikTok allows brands to reveal their human side, not just polished campaigns but behind-the-scenes moments, humor, and spontaneity.

• Reach new audiences: Younger demographics live on TikTok, and they prefer authentic, relatable content over traditional advertising.

• Launch trends instantly: From viral outfit transitions to design reveals, TikTok is where micro-trends become global phenomena.

• Drive engagement: The comment sections, duets, and stitches turn passive viewers into active participants.

• Build brand loyalty: When audiences connect with a brand’s tone, values, and storytelling, they become long-term followers, not just one-time customers.

In 2025, TikTok has become to fashion what runways once were, the stage for creativity and influence. The difference is that now, anyone with a phone and an idea can join the show.

Fashion Brands Dominating TikTok in 2025

Arena roja

Arena roja is a Spanish jewelry brand that created the new foundation for brands in TikTok. The owner of the brand created a very solid strategy since the begginig that has lead her to be one of the biggest fashion brands tiktok has. 

Skims

Kim Kardashian’s Skims has become a textbook case for building emotional connection online. Its TikTok success lies in realness, real people, real bodies and real reviews. Skims' trials and influencer collaborations highlight inclusivity and comfort, turning regular users into brand ambassadors. Most of their content is user-generated, which is precisely what makes it so appealing to customers and gives them the confidence to buy. This strategy also reinforces the brand's "solutions for every body" slogan, which aims to reach everyone, regardless of their body type.

Jacquemus

No brand captures creativity quite like Jacquemus. Their TikTok feels like an art project, dreamy visuals, witty product teasers and a playful tone that makes fashion fun again. Each video tells a small story, whether it’s about oversized handbags or surreal outdoor runways. No one understands Gen Z like Jacquemus does and that is a game changer.

Dior

Dior takes a cinematic approach to TikTok. Every post feels like a short film, beautifully lit, intentional and timeless. They use storytelling to emphasize craftsmanship and heritage, blending tradition with modern social media rhythm.

Zara

Zara uses TikTok in a very unique way. The Spanish company is focusing its social media on the luxury and innovation industry, launching short fashion films and collaborations with artists who recreate items from its stores in recipes, sand or classical sculptures. It's a highly innovative and inspiring concept that perfectly defines the new approach the brand is taking and serves as an example for other brands looking to rebrand in this style.

Diesel

Diesel has reinvented itself as a fearless, rebellious brand for a new generation. Their TikTok is witty, bold and unapologetically creative. They don’t chase trends, they create them. Diesel uses humor, irony, and storytelling to challenge how fashion is perceived online and lately is also experimenting with AI to explore the limits of the reality.

Miu Miu

Miu Miu perfectly balances nostalgia and innovation. Their TikTok content embraces a playful, vintage-inspired aesthetic that appeals to Gen Z’s love for individuality. Videos often feature slow-motion details, dreamy color palettes, and personality-driven styling moments.

House of CB

Known for form-fitting dresses, House of CB has built its TikTok around transformation videos and styling inspiration. Their mix of glamor and relatability keeps their audience highly engaged.

Rhode

The Hailey Bieber brand uses all UGC content in its TikTok account made by girls that breathe the aesthetics of the brand: very clean, minimalist and chic. This generates the perfect aura for other girls to identify and create the desire of having the brand's products. All of the videos communicate an aspirational life that goes though the screen.

Alo Yoga

Alo Yoga has turned lifestyle marketing into an art form. Their TikTok seamlessly combines fashion, wellness, and mindfulness. The brand uses soft tones, relaxing music, and stunning visuals to highlight the connection between movement and style. Their videos inspire followers to see clothing as part of a balanced, intentional lifestyle, not just a purchase.

J.Crew

J.Crew’s revival on TikTok has been nothing short of inspiring. The brand leans into nostalgia while embracing digital storytelling. Its content features outfit breakdowns, “get ready with me” clips, and nostalgic nods to its heritage. By embracing humor, community, and real-world styling, J.Crew has reconnected with both longtime fans and a new, younger audience.

What These Brands Teach Us About Going Viral

What these viral fashion brands share isn’t just beautiful content; it’s a planned strategy. Each has figured out how to connect with audiences on a human level, whether through storytelling, humor or shared values.

Here’s what they all do right:

• They understand their audience. Every video feels tailored, not generic.

• They prioritize authenticity. Imperfection is part of the charm.

• They experiment with trends. They join conversations, not just push products.

• They invest in creativity. Storytelling always comes before sales.

• They collaborate smartly. Influencers and creators amplify their message organically.

TikTok isn’t about selling; it’s about connecting. The brands that remember that are the ones that last.

Modelia: The New Face of Digital Fashion Storytelling

While traditional fashion marketing often feels curated and distant, Modelia offers a refreshing approach. As an AI-driven fashion brand and creative platform, it helps designers, marketers and content creators visualize ideas faster than ever.

For TikTok, Modelia offers unique advantages:

• It generates realistic digital models and outfits in seconds.

• It allows brands to experiment with visuals before real-world production.

• It creates high-quality fashion videos that are perfect for TikTok’s short format.

• It brings storytelling and design together through technology.

By merging AI with human creativity, Modelia is changing how fashion stories are told online, and proving that the future of fashion content lies in innovation.

 Check Modelia and try it out for free!

How Fashion Creators Are Shaping the Future of TikTok

TikTok’s influence on fashion doesn’t come only from brands, it comes from creators. The rise of independent stylists, photographers, and fashion enthusiasts has turned the platform into a creative ecosystem where anyone can spark a movement with a single post.

Creators play a crucial role in how trends are born and spread. From thrift-flip videos and outfit transitions to styling challenges and “what I’d wear to…” series, these individuals are setting the tone for fashion conversations online. Their authentic approach resonates with audiences who crave real-life inspiration over polished campaigns.

Take for example creators who collaborate with fashion brands TikTok accounts. When a stylist posts a video trying on new Zara pieces or mixes luxury items with thrift-store finds, it creates immediate, organic buzz. These collaborations feel natural because they’re built on trust, the audience believes the creator’s opinion.

This new dynamic between creators and brands has rewritten traditional fashion marketing. Instead of top-down communication, TikTok fosters a two-way conversation. Audiences influence what brands create, and brands, in turn, adapt to what their communities love.

The most forward-thinking brands will continue this new year to co-create with influencers, empowering them to direct storytelling in more personal, authentic ways. Whether through trend challenges, educational styling content, or even AI-assisted fashion tools like Modelia, creators are redefining how the fashion industry connects, sells, and inspires.

Modelia AI generated image

Final Thoughts

The most successful fashion brands TikTok accounts in 2025 are redefining what fashion marketing looks like. Gucci keeps it playful, Skims keeps it real, Jacquemus keeps it artistic, and Modelia keeps it futuristic. Each shows that TikTok is more than just a platform, it’s a creative stage.

For fashion marketers and creators, TikTok is no longer optional, it’s where culture happens. The brands that embrace creativity, authenticity, and experimentation will lead the next wave of digital fashion storytelling.

If there’s one takeaway, it’s this: don’t just show your brand, share your personality. On TikTok, that’s what makes people fall in love with your story.

FAQs: Fashion Brands Tiktok

1. Why is TikTok so important for fashion brands?
It allows brands to build genuine connections through creative, short-form storytelling, reaching millions organically.

2. Which fashion brands are leading on TikTok?
Gucci, Skims, Jacquemus, Dior, Zara, Diesel, Miu Miu, and Modelia are setting the standard for creativity and engagement.

3. What makes a TikTok fashion campaign successful?
Authenticity, emotional connection, and an understanding of platform trends are key to success.

4. How is Modelia changing fashion marketing on TikTok?
Modelia uses AI to help brands create stunning visuals, from digital models to editorial-style storytelling, designed for TikTok’s fast-paced world.

5. What’s next for fashion on TikTok?
AI-powered visuals, interactive storytelling, and brand collaboration with creators will define the next generation of fashion marketing.