Welcome to fashion&rsquo;s TikTok era.

When a TikTok creator from the Philippines named <a href="https://www.tiktok.com/@mathildaairlinesofficial" target="_blank" rel="noopener">Mathilda Airlines</a> spun into frame wearing Loewe&rsquo;s Polly Pocket-coded leather set, the internet paid attention. And, 13.8 million views and 1.5 million likes later, it was clear: Loewe knows how to play the TikTok game. By spotlighting a rising creator with a viral signature move, the Spanish luxury house turned a pole spin into high fashion currency.
In the current hierarchy of digital cool, Loewe and Jacquemus sit comfortably at the top. They&rsquo;re not just brands with TikTok accounts, they&rsquo;re extremely fluent in the language of the platform. While traditional luxury marketing has long leaned on exclusivity, Loewe and Jacquemus take a more playful, spontaneous approach that thrives on relatability without sacrificing their identity.

For Loewe, humor is a key ingredient. A simple &ldquo;Hey girls, is it cold out?&rdquo; moment showcasing a shaggy yellow coat becomes a viral hit, accumulating millions of views. Rather than relying on high-production-value content, Loewe leans into TikTok&rsquo;s meme culture and trending sounds, blending light-hearted fun with subtle product integration. Videos shift effortlessly from behind-the-scenes craftsmanship to humorous celebrity cameos, all while building a narrative that feels refreshingly unscripted.
Jacquemus plays it differently, but just as effectively with dream sequences, surreal humor, and a color palette lifted straight from a Proven&ccedil;al summer. On TikTok, the brand becomes a mood board in motion. There&rsquo;s a soft-focus intensity to the way Jacquemus crafts its videos, each one part ASMR, part fashion fairytale. It&rsquo;s whimsical but grounded, high fashion with a wink. And just when you think you&rsquo;ve figured them out, they feature a dancing security guard from Davao.
That&rsquo;s right. <a href="https://www.tiktok.com/@rynielpineda" target="_blank" rel="noopener">Ryniel Pineda</a>, a Filipino TikToker known for his upbeat dance videos, recently landed on Jacquemus&rsquo;s official page. In the video, Pineda grooves beside a &ldquo;La Croisi&egrave;re&rdquo; show poster and a casually placed Turismo bag. &ldquo;Paris, this diva has arrived early,&rdquo; read the caption. 12 million views later, Pineda became TikTok&rsquo;s latest unlikely fashion muse&hellip; and proof that Jacquemus isn&rsquo;t afraid to blur the line between runway and real life.

But not everyone&rsquo;s impressed by the strategy.
<a href="https://www.tiktok.com/@sociallyspeakingmedia/video/7496862637167217942" target="_blank" rel="noopener">One user noted</a>, &ldquo;I enjoy [Loewe&rsquo;s] behind-the-scenes content but find their meme and joke posts juvenile and inconsistent with the brand&rsquo;s image. I hate how so much of social media is geared toward teens.&rdquo; It&rsquo;s a perspective shared by others who see the shift toward viral entertainment as a trade-off with brand integrity.
Another put it more bluntly: &ldquo;So many brands chase quick trends for surface-level engagement but what happens when the likes don&rsquo;t translate to loyalty? Long-term brand value isn&rsquo;t built on virality.&rdquo; <a href="https://www.tiktok.com/@sociallyspeakingmedia/video/7496862637167217942" target="_blank" rel="noopener">They continued</a>, &ldquo;Founders dancing and miming on TikTok might win views, but does it actually build brand equity? There&rsquo;s a difference between visibility and value.&rdquo;
Still, both brands succeed because they understand the platform&rsquo;s core: it&rsquo;s about connection, not conversion. Authenticity here isn&rsquo;t about polished perfection but about embracing the chaos and creating genuine moments. Instead of dictating trends, Loewe and Jacquemus meet their audience where they are, proving that the next frontier is bold, bizarre, and a little bit irreverent.

Image: L’Officiel

Loewe, Jacquemus, and the Rise of the Extremely Online Fashion Brand

L'OFFICIEL PHILIPPINES MAY 2025 - Gabbi Garcia ₱600

L'OFFICIEL PHILIPPINES APRIL 2025 - Solenn Heussaff ₱600

Loewe, Jacquemus, and the Rise of the Extremely Online Fashion Brand

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