TikTok gives millions of people an outlet to express themselves, especially when it comes to fashion, giving a voice to anyone who wants to show what they wear and providing inspiration for millions more. From replicating designer looks with high street fashion to style tips and hacks, TikTok users have taken the fashion world by storm.
But who has the biggest impact when it comes to fashion on TikTok? Here at Hey Discount we've taken a look at some of the biggest names, brands and trends on the platform in 2022 to find out. We’ve also dived into search data from this year and 2021 to see how TikTok is impacting fashion online.
The biggest fashion influencers on TikTok
1. Wisdom Kaye (@wisdm8) 8.2 million followers
Taking the top spot on our list as the biggest fashion influencer on TikTok is Wisdom Kaye. The Houston native began uploading videos in January 2020 and shot to fame with his 1970s-inspired looks with a modern twist, and now collaborates and models for major fashion houses and has 8.2 million followers on TikTok too.
2. Brittany Xavier (@brittany.xavier) 4.7 million followers
In second place is Brittany Xavier, with nearly 5 million followers. Brittany began her career as a fashion blogger way back in 2013 but has transitioned to TikTok over the last few years, finding a new audience in Gen Z fashionistas.
3. Denise Mercedes (@denisemercedes) 3.5 million followers
Taking third place is the clothing designer and plus-size model from New Jersey, Denise Mercedes. Mercedes uses her platform to promote body positivity to her 3.5 million followers through the style, not size videos she creates with her friend and fellow influencer Maria Castellanos.
The fastest-growing fashion influencers
1. Melinda Melrose (@melinda_melrose)
- 25,446.7% increase 2021-2022
- Followers: 1.3 million
- Likes: 24 million
In the first place as the fastest-growing fashion TikToker is Melinda Melrose who currently has 1.3 million followers and 24 million likes on the platform. Google searches for this TikToker rose by a whopping 25,446.7% between 2021 and 2022. The New York fashion influencer skyrocketed in popularity after becoming the fan favourite in the reality show Too Hot To Handle in 2021.
2. Vanessa Chen (@vivacious.honey)
- 2,539.3% increase 2021-2022
- Followers: 2.2 million
- Likes: 35.9 million
Taking second place is Vanessa Chen, who has seen a massive 2539.3% increase in Google searches between 2021 and 2022. The TikToker went viral in 2020 for her modelling tips and fashion hacks, showing her audience how to create iconic looks with pieces easily available online, earning her a current total of 35.9 million likes.
3. Billie Newland (@billiexnewland)
- 416.7% increase 2021-2022
- Followers: 1.2 million
- Likes: 46.9 million
Up next is Billie Newland. Hailing from Iowa, Newland originally studied medicine before pivoting to fashion design, starting a blog as a way to scratch her stylistic itch. Her career as an influencer took off when she posted two videos showing a handy hack to check if a pair of jeans fit without trying them on garnering her 1.2 million followers and 46.9 million likes.
The biggest fashion brands on TikTok
1. Shein (#shein) 31.2 million views
The Chinese fast-fashion retailer takes the top spot as the most popular fashion brand on the platform, with over 31 million views for videos featuring its products. It’s no surprise Shein takes first place as TikTokers bulk buy clothes from the online fashion giant for haul videos leading to surges in sales, and it ships to more than 220 countries too.
2. Zara (#zara) 9.7 million views
This Spanish fast-fashion brand is the world’s largest fashion retailer with more than 2,000 shops worldwide. The key to Zara’s popularity with fashion fans on TikTok is its ability to keep up with the fast-paced and ever-changing trends, with designs often hitting shelves after only a week or two.
3. Vans (#vans) 3.3 million views
In third place are Vans, the skateboard apparel company world-famous for its shoes. The brand has 3.3 million views on the platform thanks to its reputation as a fashion staple. Vans shoes are considered a design classic and with them being so easy to style, they’re one of the most popular brands among TikTok fashionistas.
The fastest-growing fashion brands
1. Rat & Boa
- 121.7% increase 2021-2022
- 18.2 million views
This online clothing retailer is the fastest-growing brand on our list, with Google searches for the brand increasing by 121.7% between 2020 and 2021, reaching 18.2 million views on TikTok. The fashion label was launched by two friends in 2015 and quickly achieved cult status among celebrities after being discovered on social media.
- 88.1% increase 2021-2022
- 2.6 million views
Next up is the Scottish clothing retailer Quiz, surging in popularity by 88.1% between 2021 and 2022 and currently has 2.6 million TikTok views. The fast-fashion brand that specialises in occasionwear suffered losses thanks to the pandemic but has bounced back in recent years.
3. Phase Eight
- 76.9% increase 2021-2022
- 201.4 thousand views
This womenswear brand sells original day and workwear clothing and accessories designed in-house. Founded in London, the quintessentially British brand launched internationally in 2012 and has over 200 points of sale across 22 countries. With searches for the brand increasing by 76.9%, Phase Eight currently has over 200,000 views on TikTok.
The biggest fashion trends on TikTok
1. Corsets 3.7 billion views
Taking the top spot as the most popular fashion trend on TikTok in 2022 are corsets, with a whopping 3.7 billion views for the garment. The Netflix series Bridgerton is credited with reviving the trend in 2022 with TikTok fashionistas jumping on board with the regencycore aesthetic inspired by the show.
Where to buy corsets: Boohoo, ASOS, Pretty Little Thing
2. Air Force 1 sneakers 2.2 billion views
The Nike Air Force 1 is TikTok’s favourite shoe, and second favourite trend overall, amassing an incredible 2.2 billion views on the platform. TikTokers love white Air Force 1s as they provide the perfect blank canvas to create their own custom designs, with a classic and stylish look.
3. Crop tops 1.1 billion views
Up next are crop tops with an astounding 1.1 billion views on TikTok. The trend had its heyday in the 1990s, and 90s-inspired looks are all the rage in 2022, so it's no surprise a key staple of the decade is one of the most popular trends on TikTok this year.
Where to buy crop tops: Marks and Spencer, In The Style, JD Williams
The fastest-growing fashion trends
1. Cutout dresses 195.4% increase 2021-2022
Cutout dresses are currently taking the world by storm, with a 195.4% rise in Google searches between 2021 and 2022. This comes as no surprise as they were one of the most sought-after trends of 2021 and this has carried on into summer 2022.
2. Low-rise pants 94.7% increase 2021-2022
Up next are low-rise pants, nearly doubling in search volume between 2021 and 2022. Low-rise pants are one of the fastest-growing trends on our list thanks to growing interest in early 2000s fashion which has been revitalised by Gen Z on social media platforms like TikTok.
3. Crochet tops 91.1% increase 2021-2022
Crochet tops take third place on our list, with the 1970s-inspired trend being a must-have for Spring 2022 thanks to its essential nature as a transitional piece, perfect for the weather getting warmer. Google searches for crochet tops have increased by 91.1% between 2021 and 2022.
Methodology
Beginning with list articles of 2022’s biggest influencers, brands and trends on TikTok we took the total number of followers for influencers and the total number of views for brands and trends for posts using the hashtag [#trend] and [#brand].
The search volumes for each brand trend and influencer using the search terms [brand] [trend] and [influencer] for June 2020 to May 2021 and June 2021 to May 2022 were taken from Google Ads.
