In 2023, the reign of creator-led marketing continues on an upward trajectory. Especially amid economic uncertainty, brands are leveraging creator relationships for product endorsements, ultimately inspiring consumer trust and ROI that’s unmatched by digital marketing and advertising alone. The dawn of creator-led commerce offers a particularly unique opportunity for fashion and retail brands, with TikTok providing an unrivaled ability for these brands to engage consumers across various formats.

This report provides an overview of best practices–sourcing standout brand examples–to help fashion brands run effective, creator-led TikTok campaigns.