TikTok Tanked the Rules of Luxury, Study Confirms

According to a new UK-based study, "TikTok has released new research revealing that the luxury sector is undergoing a structural shift driven by discovery commerce." In short, the app has become the go-to destination for discovering the next big trend, drop or style hack.

Content creators are the ones generating the hype, the study confirms. "The research found that discovery is no longer confined to glossy campaigns or high-end storefronts, but in relatable, creator-led content on users' feeds." They're not just unboxing a new product, they're "decoding everything from craftsmanship and pricing to fit and styling, helping audiences navigate luxury with clarity and confidence."

So, what does this mean for hypebeast culture? Not much aside from where the girls are sourcing their luxury items. 38% of users discover brands through social user-generated content, and 32% are doing their research through creator videos. The same trend is hitting the resale market: one in four luxury shoppers say TikTok's trend cycle encouraged their second-hand purchases.

With Gen Z and Millennials projected to "control 60% of luxury spend by 2026," TikTok's influence is only getting stronger. The platform isn't just shaping what’s hot — it's changing how luxury culture moves.

In other news, Jenny Saville's iconic nude paintings are on view.

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