The rise of TikTok has transformed the fashion industry, influencing consumer behavior and shaping trends on a global scale. According to new research conducted by international B2B fashion platform FashionUnited, Shein currently holds the position of the fourth most popular fashion brand on TikTok. This finding, derived from FashionUnited’s Fashion Popularity Index, highlights the reach and influence of the fast-fashion giant, with an impressive 9.5mn followers on the platform.

Shein isn’t the top ranked fashion brand though. Leading the rankings by a significant margin is luxury fashion house Louis Vuitton, boasting 14mn TikTok followers. 

Zara, the Spanish fast-fashion behemoth, takes second place with 11.8mn followers. Shein is followed closely by German sportswear brand Adidas with 8.1mn followers. Rounding out the top five is luxury brand Dior, which has amassed 8mn followers and continues to make strides on the app.

Louis Vuitton’s success on TikTok stems from its ability to adapt to the platform’s unique content style, according to FashionUnited. The brand excels by blending highly curated, creative posts with more raw, behind-the-scenes footage, a departure from the polished perfection typically seen on platforms like Instagram. “Part of Louis Vuitton’s ongoing popularity on the app is linked to the luxury brand’s continual production of distinctive, curated content,” says FashionUnited. 

TikTok’s rise has driven brands across the fashion spectrum to rethink their digital strategies. FashionUnited writes that “TikTok has become a pivotal force within its own rights in the global fashion industry, driving trends and influencing consumer behavior on an unprecedented scale.” 

Everything I wore on day 65 of the 90 days of Shein challenge: 

DAZY Solid Drop Shoulder Tee,

Women’s Solid Color Basic Daily Leggings

Dazy-Less Women’S V-Neck Drop Shoulder Long Sleeve Sweater, green

Beige trench coat (thrifted) 

2024 New Style College Wind Black & White Outdoor Sports Shoes for Women

Allover Leaf Graphic Drawstring Backpack

DAZY Women’s Floral Print Sleeveless Round Neck Sleep Dress

Lace Flower Pattern Thin Underwear Set, bra

Fashionable Color-Block Lingerie Set, pants