TikTok Releases 2025 Fashion Trends and Strategy Playbook

TikTok has published its 2025 Fashion Playbook, a strategic guide aimed at helping fashion brands better understand and engage with the platform’s evolving culture and advertising tools. The resource breaks down key fashion trends, user behaviors, and promotional strategies tailored specifically to the platform’s global and regional audiences.

The guide emphasizes the growing influence of smaller, niche creators in shaping fashion narratives on TikTok. These emerging voices, the company suggests, are increasingly central to trend formation and offer valuable partnership opportunities for brands looking to build authentic connections with audiences.

Another central feature of the playbook is its analysis of how users interact with fashion-related content. It outlines the motivations behind user engagement, offering insight into what people seek from creators and brands – from styling tips and aspirational looks to community-driven aesthetics. The document also introduces the concept of “Style Tribes,” TikTok’s term for fashion-focused subcultures on the platform.

In addition to cultural insights, the playbook provides a detailed overview of TikTok’s advertising formats and creative tools. It walks through media planning techniques, offers tips for campaign execution, and encourages the use of the platform’s Creative Center to track trends and generate content ideas.

The playbook is available in versions tailored for the EU and META regions – and while primarily focused on fashion, many of the takeaways are relevant for any business looking to deepen engagement with Gen Z and style-conscious users on the platform.