If you haven't used TikTok yet, then you have missed a great time.

The platform that was initially regarded as “kids” has become one of the largest social media applications, gaining a foothold among giants such as Twitter and Instagram, and luxury brands finally starting to take TikTok seriously. With more than 1 billion users, of course there is still a lot of money to make.

In the United States, it is said that TikTok has approximately 80 million monthly active users, of which 60% are between 16 and 24 years old. Twenty-six percent of users are between 25 and 44 years old, which means that the main user group of the app is Generation Z-currently global brands are targeting this group.

In the past year, luxury fashion brands have set foot in TikTok, including Hedi Slimane’s CELINE, which casts some of the app’s biggest stars, called "Dancing Kids," and Dior broadcasts its variety on the app Runway, and Prada is responsible for the biggest trend of the moment-#PradaBucketChallenge.

The hashtag has been viewed more than 1.6 billion times, including some of the biggest creators of the app, including Bella Poarch, Lucas and Marcus Dobre, Lil Huddy, etc., who wear the iconic Prada hat and share the brand’s 21 The autumn and winter series transformed into a complete Prada show look.

Although Prada has clearly paid the price for this trend, and stars are given (or loaned?) the appearance of ready-to-wear, it is gaining popularity. A quick glance at the tab tells me that creators who don’t work with Prada are also involved, using the items in their wardrobe to create a look similar to the one worn by TikTokers.

Last week, I spoke with my 17-year-old sister. She told me that she and her friend heard about this cool brand called Miu Miu through two influential people-20-year-old video blogger and influencer Olivia Neill and 18-year-old Mia Reagan. Invited to participate in the brand's latest Paris fashion show week show and people, of course, also dressed by the brand.

Miu Miu was founded in 1993 and Prada was founded in 1913, so of course they are not new products, but they are all reborn on social media.

I want to imagine Miuccia Prada sitting in her beautiful home scrolling through her TikTok "For You" page, and she is constantly browsing social media, but unfortunately, I don't think this is the case. In any case, she and her team know the power of young customers, which is why Prada is unstoppable.

By using TikTok and using it correctly, Prada's sales will soar due to the so-called "bucket challenge", and every 15-20 year old will put this hat on their wish list before Christmas. These hats start at US$595 per hat and come in many different styles and materials, so you can make a lot of money.

Although many fashionistas are still “too cool” to attribute credit to influencers and social media stars, brands that recognize their value are those that can continue to grow. Catering to new young consumers can be said to be more important than satisfying existing buyers. By introducing Prada and Miu Miu to the younger generation, social media quickly removed the product.

Prada's viral challenge is just the skin of TikTok's strength, and it is only a matter of time before other luxury brands catch up. I hope they do this, because at this rate, Prada is the only brand that surrounds the elegant pinky with Gen Z, which is a bit too easy.

That's all for now, I need to run and shoot my own version of #PradaBucketChallenge. If you think it looks simple, try to document the transition and you will soon feel humble.

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