chat makes a product popular? How is a trend born? Two questions that underlie the fashion industry in recent months have found an unprecedented answer: TikTok. The Chinese social media has distorted the language and rhythms of the fashion system, thanks to (or because of) polarizing and total phenomena, capable of garnering millions of views and making emerging brands known. A continuous swing between shadows and spotlights which, however, does not concern one of the most long-lived and loved items by the fashionista population of the platform: the now famous Toteme jacket distinguished by a built-in scarf and contrast stitching. An example of minimal and original outerwear that has conquered a huge and transversal audience. Rightfully earning a place in the gotha of TikTok’s fashion virality.
A lasting love story
Not always what happens on TikTok is lightning or instantaneous. Sometimes it’s not garments that have just been presented or put on sale that go viral, in some cases the social network works like a diesel, taking its time to get to know and spread a trend. The Scandinavian brand’s jacket, for example, was unveiled for the first time with the collection Pre Fall 2022, instantly making the crowd of fashionistas accustomed to being photographed for street style around the world fall in love with it. As the months go by, and with the arrival of autumn 2022, the Toteme short wool coat begins to be spotted on social media. The reasons behind its success? The unique design and silhouette: the comfortsymbolized above all by the scarf sewn on the collar, meets an elegant and refined aesthetic, the cut boxy and the large pockets contrast with the almost vintage-looking stitching and romantic fringes. A fusion of apparent contrasts appreciated and suitable for all ages.
The success of the Toteme jacket
To date the hashtag #totemescarfjacekt it almost counts six million views. In the tens of thousands of TikToks collected in this container, creators and simple fashion enthusiasts tell the reasons behind the purchase of the product, the ways in which they wear it, the styling suggestions to follow. In this sense, the versatility of the jacket becomes another strong point, another reason for virality.
Available in black, beige, gray and green, the Toteme jacket has become a real object of desire, sold out several times. Among the many ways to wear it, TikTok perfectly reflects two opposite yet complementary interpretations. It ranges from more formal lookswith pleated mini skirts, sheer tights, ballerina flats or boots, to more interpretations casual, made of jeans and sneakers. To complete the outfit, a signed It Bag cannot be missing, capable of elevating the final result.
There is life beyond TikTok
Once the frenzy that has accompanied the head of Toteme in recent months has dissolved, at least in part, doubts remain about the actual value over time of a product that has gone viral on social media. Unlike other trends or aesthetics, the Scandinavian brand’s jacket, so minimal and elegant, devoid of logos, difficult-to-match shades or exaggerated details, is a candidate to transform into a head of outerwear enduring and classic beyond any online trend. Today the jacket is purchasable on the house’s website, on Net-a-Porter And MatchesFashion. The price is around €800, while on second-hand fashion sites it has already exceeded €1,000.
This opens a new chapter for fashion shopping, which takes inspiration and ideas on TikTok.
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