The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The agency, named Accelerator, aims to develop the profiles of TikTok influencers both on and offline as well as identify suitable brand collaborators. It’s a bid to catalyse the careers of a new generation of untapped talent on the platform. The Face will work closely with both established names and exciting new creatives to help amplify their cultural impact on TikTok, which now boasts over one billion users worldwide.
As part of the new initiative, The Face will also offer its consulting services to brands, presenting them with advice on ways to create innovative TikTok-specific content and how to maximise the potential of the platform.
“The talent we work with are always drawn to new formats, new ideas and new ways of doing things — and for us, that’s what makes TikTok so interesting right now,” said The Face managing director Dan Flower in a statement. “The creative spirit remains the same, but it gives our community a completely new way to communicate, and a bigger audience than ever to do it to. They want their work to be seen there, and we can make sure it gets noticed.”
The ByteDance-owned app has big ambitions to be an e-commerce player in league with Amazon with influence in fashion on par with Instagram. Now it’s facing new threats — both from outside and within.
The production will take place on June 23rd on Place Vendôme and feature fashion content overseen by Carine Roitfeld, Ibrahim Kamara and fashion historian Alexandre Samson.
Condé Nast said it is searching for a successor to take over after Zhang, whose appointment never became less divisive.
These new shows are highlighting that fashion is intrinsically shaped by its social, historical and political context and are offering brands a new channel to introduce their businesses to consumers.