Plus, why fashion brands are gravitating towards TikTok.
These are the stories making headlines in fashion on Friday.
Food waste becomes fashion
Designers are introducing food waste into their collections by crafting clothing and accessories from corn husks, mushrooms, potatoes and other waste materials to reduce their impact on the planet. The London-based eyewear company Cubitts recently unveiled a 10-piece collection of opticals and sunglasses crafted from coffee grounds, corn starch, corn husks, potatoes and mushrooms. US-based designer Mara Hoffman crafts all of her buttons from tree nuts, while sneaker brand Veja uses repurposed pineapple leaves and corn starch. {Financial Times}
Advertising in the digital age
As Instagram‘s appeal starts to diminish, companies are tasked with exploring new channels for engagement and customer acquisition. The usual social platforms like Instagram and Facebook are becoming oversaturated and too expensive for brands to continue to use, so finding a healthy mix of advertising has become quite hard. Many of the brands that benefited most from Instagram advertising have started to diversify their reach by using broadcast television, podcasts, YouTube and beyond. {Business of Fashion}
Why fashion brands are gravitating towards TikTok
Fashion and beauty brands have ventured onto TikTok – the social video app that is coveted widely by Gen Z consumers – and has drawn billions of views by sponsoring hashtag challenges that encourage users to submit video responses. Because Instagram and Facebook‘s reach has dwindled, companies are getting creative with how they connect with their audience and TikTok seems to be the latest venture. Though there’s proof that TikTok is generating a ton of views for these brands, it’s still difficult for them to measure whether campaigns are directly affecting sales. {Vogue Business}
Luxury brands lean on China’s streetwear industry
Luxury labels have gravitated towards partnerships with cult streetwear brands in an effort to adapt to the newer generations. In China, streetwear-obsessed millennials and Gen Z consumers have become a major focus for luxury-focused companies. Even after collaborations with other brands, designers, celebrities or influencers, it’s streetwear brands that generate the most social engagement. {WWD}
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Source: Fashionista.com
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