TikTok is Revolutionising Men’s Fashion

Who is the E-Boy?
An aesthetic mashup of various cultural influences, the e-boy (electronic boy) exists somewhere between emo and early-2000s skate. 

Once again confirming fashion’s 20-year cycle, a deep sense of late-90s and early-00s style permeates the e-boy wardrobe. Oversized hoodies, wallet chains, beanies, black fingernails, Vans Old Skools, and striped long sleeves are all ubiquitous for TikTok’s Gen Z. 

Still, the stylistic aperture of the e-boy broadens quickly the further you dive into TikTok. 

Influences become more varied and harder to pin to distinct sartorial codes. Self-reflexive 90s sitcom tees, playful cosplay, mumble rap, and Dragon Ball Z can make it difficult to settle on one clear definition of the e-boy.

Regardless of whether you’re a self-defined e-boy or not, one thing’s for certain: TikTok users are radically changing the face of men’s fashion. 

And the industry is taking notice.  

The DIY Wave
With physical fashion spaces like runways emptied by the COVID-19 pandemic, TikTok is thriving in the digital-only world.

Thanks to DIY trends and hashtag challenges, TikTok users are now creating their own unique sartorial language. Young, fledgling designers are joined by more established industry identities, creating a digital space and community that encourages experimentation. 

Take the Harry Styles cardigan challenge, for example. Users were invited to recreate the $15,000 JW Anderson crocheted cardigan. Rather than taking exception to the challenge, JW Anderson excitedly took to social media to share the official pattern of the sweater: ‘I am so impressed and incredibly humbled by this trend and everyone knitting the cardigan’, JW Anderson reflected. ‘I really wanted to show our appreciation, so we are sharing the pattern with everyone. Keep it up! X.’

It’s just one example of a new, user-generated fashion experience. 

Alexander McQueen is hosting online tutorials, Samuel Ross has launched his new platform Service Point 1, and Off-White’s Virgil Abloh continues to encourage his audience to experiment with his designs. 

The DIY wave is the reason why hashtags like ‘Cottage Core’ and ‘Dark Academia’ have spread throughout TikTok, and why users have enthusiastically contributed to the ‘Gucci Model’ challenge. 

At its most inspiring core, TikTok is welcoming a new generation of DIY designers and customisers that celebrate individuality and creativity over eye-watering price tags.  

E-Boys on the Runway
Still, that’s not to say TikTok isn’t involved in some heavyweight, bank-busting collaborations.

Celine’s recent SS21 campaign, for instance, was inspired by TikTok’s e-boy subculture, creative director Hedi Slimane tapping TikTok superstars Noen Eubanks and Chase Hudson. In September, TikTok also announced its very own fashion month, featuring live-streams from Louis Vuitton and Saint Laurent, while JW Anderson debuted his SS21 collection on the social media phenom. 

But inside an app that values tongue-in-cheek humour, social commentary, and haphazard production, TikTok might prove the ideal panacea to an orthodox and change-averse fashion industry. It might also be your most important tool for sartorial inspiration in 2021. 

Set your clocks – TikTok is transforming fashion three seconds at a time.