These are the stories making trendy headlines on Wednesday.
How TikTok won over fashion
Before the start of the pandemic, Instagram had been the dominant platform for fashion and beauty, effectively replacing print magazines as the source of trends driving these industries. When TikTok became popular, users gravitated toward its silly, personality-driven videos — content that felt authentic rather than commercial and artificial. As Instagram tries to adopt the features that made TikTok so successful, influencers in the fashion and beauty space have found a new, truer home on TikTok. Fashion Business
Photo: Courtesy of H&M
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H&M rebrands its activewear with Jane Fonda and JaQuel Knight
Oscar-winning actor, activist and former gymnastics star Jane Fonda and acclaimed choreographer JaQuel Knight star in the campaign for H&M’s updated activewear line, H&M Move. The first drop includes a variety of essentials, including functional tops, lightweight jackets, and a wide selection of tights and bras. Dropping at the same time is H&M’s Move Monogram Collection, which features a range of tracksuits that sport the sporty logo and reflective details. H&M Move launches on August 4 with collections for women, men and children available in stores and at hm.com/move. Fashion Inbox
J.Crew is revamping its rewards program
The new program builds on the brand’s existing points-based cash rewards, but will now feature benefits including birthday purchase credit and free monogramming. For every $500 shoppers spend, they’ll move up a level in the program, moving toward the Gold level. Derek Yarbrough, J.Crew’s chief marketing officer, says the membership program, titled J.Crew Passport, “was developed to go beyond the transaction and really give customers greater access to the brand.” J.Crew Passport will be promoted both online and in stores, including on the retailer’s homepage. Modern Retail
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