What Will Happen to Fashion Influencing If TikTok Goes Away?
Unless you’ve been living under a complete rock, you know that a potential TikTok is being revisited due to national security concerns related to its ownership by Chinese parent company, ByteDance. It feels like this ban has been up in the air forever. While there is still a lot of uncertainty around whether the app will be banned in the United States or not, one thing is for certain — a TikTok ban would have shockwaves for the influencer marketing industry. I think we will see major shockwaves in fashion and beauty. What will happen to fashion content creators if the app is no longer legal? How will this change how the fashion industry operates and how brands market themselves?
About the Ban
First, let’s get a grip on where all this started. In April 2024, President Joe Biden signed the Protecting Americans from Foreign Adversary Controlled Applications Act (PAFACA), which mandates that ByteDance, divest its U.S. operations by January 19, 2025, or face a ban. This piece of legislation does apply to TikTok exclusively. It impacts other applications owned by foreign entities, particularly those based in countries like China that seem to be considered political adversaries. The main concerns around TikTok are concerned with data privacy and security. U.S. government officials worry that TikTok could be forced to hand over the sensitive personal data of American users to the Chinese government. In China, laws allow the government to compel companies to share user data, which poses a major risk to the national security of Americans. Additionally, there are concerns about how the app may be used to manipulate American public opinion by promoting or suppressing different types of content. TikTok has legally challenged PAFACA, arguing that it infringes on First Amendment rights by suppressing freedom of expression. The Supreme Court is scheduled to hear arguments on this case on January 10, 2025. As of very recently, President-elect Donald Trump has requested that the Supreme Court delay the enforcement of PAFACA to allow his incoming administration time to negotiate a resolution that addresses security concerns without banning the platform. Free speech advocates have also expressed opposition to the ban, comparing it to censorship practices in authoritarian regimes and emphasizing the importance of protecting digital expression.
Potential Impacts of the ban
The outcome of the ban would significantly impact TikTok’s future in the United States. Furthermore, there will be an impact on how information flows in the fashion world. Already, there are pre-emptive shifts to alternative platforms like Instagram and YouTube, potentially altering the audience reach and engagement metrics for fashion and beauty content. Influencers and brands that exist exclusively on TikTok will need to rebuild their follower bases. We may also see the emergence of new creators who can adapt quickly to alternative platforms in comparison to influencers who are slow to maintain their relevance and shift their audience.
On the other hand, the rise of short-form video content in the last few years, because of TikTok, will probably force other platforms to refine and expand their features. There will likely be a bit of resistance to the polished and curated content that is more associated with Instagram, and that will have an impact on content creation and strategy. I’m excited to see alternative formats become more popular for fashion creators. Formats like blogs and newsletters could be a fun way to maintain an audience. I’m hopeful that if TikTok does see its final days, brands will redefine the way they do partnerships. They may focus more on micro- and nano-influencers to reinforce the authenticity and engagement, TikTok has been revolutionary in providing. It’s also possible brand will shift back to prioritizing owning content on their websites, apps, and email campaigns to regain control of consumer relationships.
What Are the Specific Impacts it could have on the Fashion industry?
TikTok going away could result in slower trend cycles and a shift to sustainability. On the app, viral fashion is king, and fast fashion is coupled with trend-driven consumption. Without the pressure of rapid trend adoption, there may be an increased emphasis on timeless and sustainable fashion. Trends may also localize and become more dependent on where users are locally. Fashion and beauty brands would also need new ways to connect with Gen Z consumers who relied on TikTok for discovering products and trends. It would be nice to see more creative investment in fashion shows, pop-up experiences, and physical retail stores again. Additionally, the communal nature of the fashion industry and the flow of information through networks would require intentional efforts to maintain community. With the rise of fashion tech recently, it would be cool to see live events and collaborations coupled with advancements in virtual reality and other tech-driven solutions to help brands and consumers maintain creative networks.
My Thoughts
I would be genuinely surprised if TikTok disappears anytime soon. The app has become more than just a social media platform—it’s a cultural phenomenon, deeply embedded in the digital fabric of millennial and Gen Z life. For creators in fashion and beauty, it has been a launchpad for trends, careers, and entire industries, shaping the way we consume and engage with content. Its impact extends beyond entertainment, serving as a hub for education, activism, and community-building in a way that few platforms have replicated.
That said, if TikTok were to disappear, I do think it could spark a fascinating creative shift. Without the constant influence of algorithm-driven trends, creators might feel encouraged to produce work that is more intentional and rooted in originality rather than what’s simply viral at the moment. It could lead to a resurgence of personal blogs, long-form video content, and other forms of media that allow for deeper storytelling and artistic experimentation. However, there’s no denying that TikTok plays an invaluable role in shaping conversations, amplifying voices, and making information more accessible than ever.
But what do you think? Would the loss of TikTok be a tragedy, or could it open the door to new creative possibilities? I’d love to hear your thoughts—tag me @itgirlarchive__ or send me an email. Until next time!