After the millennials (born in the early 1980s), the luxury industry is now courting the TikTok generation, named after the Chinese social network dedicated to sharing short videos, whose average age of its users does not exceed 17 years.
Jonathan Anderson for JW Anderson and Loewe, Gucci, Stefano Gabbana and Domenico Dolce or Kim Jones at Dior regularly make appeals to this youth born after 1997.
The new romantics
But the one who initiated the movement is none other than Hedi Slimane.
Last July, Celine's artistic director was inspired for his summer 2021 collection (soon in store) by his meeting with Noen Eubanks, star of the application with 10 million followers.
What could be more normal for the designer who, at the beginning of the 2000s, at Dior Homme, revolutionized the male wardrobe by designing “young” fashion, under the punk influence of the 1970s. Twenty years after his thunderous debut, he logically draws on the vocabulary of the 1990s, the period
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