Instagram and TikTok are threatened, so fashion is switching channels

Fashion and social media go together like salt and vinegar, but with Meta about to ban news sites and TikTok about to be outlawed, or sold (maybe!), fashion is looking for new ways to talk to customers. As designers like John Galliano and Kim Jones wipe their Instagram feeds, new – but very familiar – platforms are poised to take over.

Did you know that Pinterest – which is 14 years old and allows users to save images to virtual pinboards – is huge with Gen Z? Hailey Bieber loves it. So does Kylie Jenner. Brands are on board, too, with local fast fashion businesses like Meshki and White Fox – squarely aimed at young consumers – advertising on Pinterest. Legacy brands see the benefit, too – Giorgio Armani has used it, so has R.M. Williams. In May, the platform reported its highest-ever audience: 520 million monthly users.