The TikTok Effect: How Viral Trends Shape the Fashion Industry

From viral clothing hauls to must-have accessories, TikTok is changing the way we discover fashion. But what does this mean for the brands behind the trends?

Have you ever been scrolling through TikTok, seen someone wearing a cute outfit, and immediately wanted to know where they got it? Maybe you've even found yourself buying something just because you've seen it all over your For You Page. I think we've all been there at some point! I know when the TikTok Shop was added to the app, I myself fell into its trap. 

TikTok has become more than just an app for entertainment. It's now one of the biggest influences on fashion, changing how people discover trends, shop for clothes, and express their personal style. What once started on runways or in fashion magazines can now begin with a single viral video.

Behind these viral fashion moments is something bigger: public relations. Fashion brands are learning how to use social media trends, influencers, and online conversations to connect with consumers and build their image.

From Your For You Page to Your Closet

One of the most interesting things about TikTok is how quickly a fashion trend can take off. Whether it's the clean girl aesthetic, coquette fashion, or the return of vintage-inspired clothing, TikTok has made it easier than ever for trends to spread.

Take the Adidas Samba sneakers, for example. Originally designed as athletic shoes, Sambas became a major streetwear trend, appearing on celebrities like Bella Hadid, Kendall Jenner, and Hailey Bieber. Soon, the sneakers were everywhere, from celebrity street-style photos to everyday outfit inspiration. According to Vogue, the shoes became one of the most recognizable sneaker trends of recent years, showing how celebrity influence and social media exposure can bring things believed to be “outdated”  back into the spotlight.

Bella Hadid styling Adidas Samba sneakers, Photo via Pinterest.

From a PR perspective, this is a great example of how visibility and cultural relevance can influence a brand's reputation. When consumers repeatedly see a product worn by celebrities and influencers, it becomes more than just another pair of shoes. It becomes something people want to be part of.

The $20 Bag That Took Over TikTok

Not every viral fashion trend involves expensive designer clothing. Sometimes, the simplest products become the most popular. In 2023, Uniqlo's Round Mini Shoulder Bag became a TikTok sensation after users began posting videos showing how much they could fit inside the small, affordable bag.

What made this trend especially interesting was that the attention came from everyday consumers sharing their experiences. According to Who What Wear, the bag generated more than 59 million TikTok views and sold out multiple times in different colors. It also earned the No. 1 spot on the Lyst Index's list of hottest products during the first half of 2023.

For a bag that cost around $20, that's pretty impressive!

UNIQLO’s viral Round Mini Shoulder Bag, Photo courtesy of UNIQLO.

This is where the power of PR really comes into the picture. Instead of relying on regular advertising, Uniqlo benefited from the original publicity because people trusted the videos because they were seeing real individuals demonstrate the product. For fashion brands, this kind of attention is valuable because it can create brand awareness, credibility, and excitement without every post being a paid advertisement.

How TikTok Is Changing Fashion PR

Traditionally, fashion brands relied heavily on magazine advertisements, runway shows, celebrity endorsements, and other forms of media coverage to promote their products. While these strategies are still important, TikTok has introduced a new way for brands to communicate with consumers.

Today, a fashion influencer posting a simple outfit-of-the-day video can generate attention around a product. A clothing haul can introduce thousands of viewers to a brand they may have never heard of before. I know I enjoy making clothing hauls when I go thrifting, and I have inspired people to buy certain products. 

One of the biggest advantages of TikTok is that it allows brands to connect with audiences in a more personal and relatable way. Rather than simply telling consumers why they should buy something, brands can encourage conversations and allow people to share their own experiences. The best publicity doesn't always come from a perfectly planned campaign. Sometimes, it comes from people genuinely loving a product and wanting to share it.

Are Viral Trends Changing Our Personal Style?

Although TikTok has created exciting opportunities for the fashion industry, it also raises questions about how much social media influences our personal style. With new aesthetics and must-have products constantly appearing on our feeds, it can feel like we're always being encouraged to buy something new. A trend that was everywhere a few months ago might suddenly disappear, only to be replaced by another. This rapid trend cycle can encourage overconsumption, especially when people feel pressured to buy what's popular.

For fashion brands, this creates an important responsibility. PR isn't just about generating attention or increasing sales. It's also about building trust and maintaining a positive reputation.

Brands that promote thoughtful purchasing, sustainability, and authentic messaging can create stronger relationships with their audiences.

Fashion Is More Than a Trend

There's no denying that TikTok has changed the fashion industry. From the popularity of Adidas Sambas to Uniqlo's viral shoulder bag, social media has proven that even the simplest fashion items can become major trends.

For PR professionals, TikTok presents an opportunity to connect with consumers, strengthen brand identity, and create conversations that extend beyond traditional advertising.

As much as I love finding outfit inspiration on TikTok, I also think it's important to remember that fashion is supposed to be a form of self-expression. Trends can be fun, and there's no harm in participating in them, but personal style shouldn't change every time a new aesthetic appears on your For You Page. After all, the best fashion statement is wearing something that makes you feel like yourself rather than fitting in.