Why Brands Are Swapping the Norm for the Niche on TikTok

Forget dance challenges—marketers are going down the rabbit hole

Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.

In its ’90s heyday, under the creative eye of Tom Ford, Gucci’s billboards were all about sex, glamour and Kate Moss. More recent campaigns have been fronted by A$AP Rocky, Tyler the Creator and Iggy Pop. However, at the start of this year the fashion house made its boldest move yet when it turned to enthusiastic TikTok trainspotting phenomenon Francis Bourgeois to bring its collaboration with The North Face to life.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in