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When it comes to fashion and where to throw our (limited) cash, it’s hard to sort the quality from celebrity endorsements and clever marketing. But on TikTok, where the opinions are plenty and, at times, brutal, we’re definitely all ears when a brand or specific collection item gets people talking.
We know that TikTok is mostly known for giving every bizarre microtrend a name — was clowncore ever really a thing? — but in 2023, the app has given way to a new generation of fashion critics, and become a place for no-holds-barred reviews of every little tip, or cult item.
From the infamous dresses that seem to suit everyone under the sun, to the old favourites Gen Z is putting on the digital map, these are the best fashion brands going viral on TikTok.
At Refinery29, we’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by us. All product details reflect the price and availability at the time of publication. If you buy or click on something we link to on our site, we may earn a commission.
Highrack Studios
Melbourne-based brand Highrack Studios started in 2014, set up by the founder Tess with scrunchies and embroidered tees. Now, the brand’s range stretches to summer-ready sets, corset tops, slinky slip dresses, graphic tees and cosy-cool loungewear (Highrack’s boxer shorts are a particular fave!). We’ve already bookmarked half the stock for the inevitable, if though distant, summer heatwaves.
Highrack Studios Posy Slip Dress Mini — Blush, $, available at Highrack Studios
Highrack Studios Juniper Boxer Shorts — Stripe, $, available at Highrack Studios
Highrack Studios Zelda Mesh Skirt — White, $, available at Highrack Studios
With Jéan
The Aussie label is making waves on a global scale thanks to the demand for its ruched Alexa mini dress — a dress with its own hashtag and a whopping 80 million + views on the app. And just one scroll of the tag proves how it really does look good on everyone. Right now though we’re obsessed with With Jéan’s coquette-ready white, embroidered and pointelle corsets, dresses and blouses.
With Jean Cindy Corset | Red Pointelle, $, available at With Jean
With Jean Isabelle Dress | White Embroidered, $, available at With Jean
With Jean Adeline Top | White/Green, $, available at With Jean
Miaou
With the Y2K movement still booming on TikTok, Miaou, the Parisian brand loved by the likes of Dua Lipa, Bella Hadid and Julia Fox, is a go-to for barely-there mini skirts, sculpting corsets and cool girl accessories (like the return of the charm belt).
Miaou Deia Corset, $, available at Miaou
Miaou Micro Mini Skirt, $, available at Miaou
Miaou Charm Belt, $, available at Miaou
House of Sunny
We knew the infamous Hockney dress by Scandi brand House of Sunny was going to be huge when Kendall Jenner snapped herself in the green iteration. But since then, instead of dying out, hundreds of TikTokers have taken to the app to show different ways of styling the statement piece, proving that not all maximalist or trend-driven pieces need to become a one-and-done situation.
House Of Sunny Peggy Faux-Fur Trim Knitted Cardigan, $, available at Selfridges
House Of Sunny Drew Graphic-Print Stretch-Cotton T-Shirt, $, available at Selfridges
House Of Sunny Craft Violets Flared-Leg Mid-Rise Trousers, $, available at Selfridges
Aritzia
Often referred to as ‘Canadian Zara’, Aritzia is a great one-stop shop for both good basics — think everyday pants, t-shirts, button-downs and knitwear — as well as going-out tops and flirty sundresses. With their sweet prices, too, it’s no wonder the brand has amassed a legion of haul videos on their hashtag, with little buyer’s remorse.
TikTokers are particularly fussed over its Wilfred Effortless Pants which come in over 20 colours and are available in short, regular and tall fits.
Aritzia Sunday Best Delect Pant, $, available at Aritzia
Aritizia Sunday Best Bisou Top, $, available at Aritzia
Aritizia Sunday Best Elio Dress, $, available at Aritzia
Minga London
Minga London is your go-to for everything on the grungey side of the spectrum: layering mesh tops, quirky baby tees, maxi cargo skirts, oversized hoodies and distressed knitwear. Right now their lineup covers a muted palette of browns, blacks and forest greens — perfect for nailing the Goblincore or Fairycore aesthetics.
Minga London Eye Roll White Rib Baby Tee, $, available at Minga London
Minga London Hydra Floral Print Maxi Dress, $, available at Minga London
Minga London Fae Brown Cargo Midi Skirt, $, available at Minga London
By Alja Horvat
Slovenian illustrator Alja Horvat started her eponymous brand in 2021, combining her love for vintage fashion and Sixties and Seventies psychedelia with her own unique, sketchy style of art. The result is a bright, bold lineup of printed dresses, tees and matching sets. Perfect for the summer festival season — we have our heart set on the vibrant Lola print for Glasto 2023!
By Alja Horvat Little Wing Viscose Jersey Long Sleeve Top, $, available at By Alja Horvat
By Alja Horvat Age of Aquarius Long Sleeve Mini Dress, $, available at By Alja Horvat
By Alja Horvat Lola Skirt, $, available at By Alja Horvat
TheRealReal
With designer vintage taking off amongst Gen Zers, it’s no wonder they’re turning to TheRealReal for premium secondhand, all guaranteed to be authentic and at a steal of a price.
Zara
It’s easy to discount Zara when there are so many under-the-radar brands to be discovered. But ever so often, a staple piece begins making waves for its versatility and affordable price points. Take their viral pink dress, or Rosie Huntington Whiteley-approved bodysuits and wide-leg jeans that have reignited the old favourite’s popularity among younger generations.
Girlfriend Collective
Not only does Girlfriend Collective create stunning athleisure and basics, but it also provides options for those who are averse to traditional workout clothes. Think skorts, unitards, tennis dresses and stylish sweaters that can all be worn casually or when you’re breaking a sweat.
But what’s really catapulted the brand on TikTok is its attention to extended sizing offerings, which go from an XXS to a 6XL so fewer people miss out on cute activewear.
Skims
If you’re not already enraptured by the before and after clips demonstrating the magic of Kim Kardashian’s Skims’ shapewear, then get scrolling.
While the reviews have led to constant sell-outs for that dress and bodysuits, TikTokers are also celebrating the equally impressive basics like underwear and bra solutions for everyday wear.
Alo Yoga
In the oversaturated world of celebrity-endorsed activewear, it’s easy to shrug most of them off. But Alo Yoga gets the ‘Tik’ of approval for their comfortable fits and stylish designs that can be easily mixed with your everyday wardrobe.
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