You know Abercrombie. You know Aritzia. You absolutely know Levi’s. And unless you’ve been living under a rock—or have resisted hopping on the TikTok bandwagon (impressive)—you probably also know that these brands are straight-up viral on the platform. But it’s more than just old-school labels staking a claim on TikTok. Gen Z influencers are also lifting smaller brands like Cider and Mirror Palais up from their relatively unknown statuses and right onto the FYPs of millions of users.
Because the TikTok hype is real—and discovering new labels provides for genuine entertainment at this point—we’re sharing 29 viral fashion brands on TikTok that you and your algorithm need on your radar right now. Let the scrolling begin.
Thousands of millennials had Abercrombie hoodies and tees crowding their tween closets (guilty). But the brand once known for its dimly lit stores and excess use of cologne has grown from its triggering past to become more style- and size-inclusive. The #Abercrombie hashtag has over 250 million views on the app right now, with TikTok influencers compiling try-on hauls featuring its Curve Love denim line, figure-hugging dresses, and best-selling loungewear.
As loyal Amazon shoppers, we’re not surprised to see Gen Z folks snagging some of their best pieces on Amazon, including Y2K accessories, designer dupes, worth-it basics, and more. The corset below is one example; it’s got over 3 billion (!) views on TikTok, thanks to users’ en masse jumping on the corset trend with this $30 pick.
You probably grew up wearing Converse—you might even be wearing a pair right now—but that doesn’t mean the brand won’t cross your For You Page at some point. Creators on the app love to show off their Converse collections consisting of old-school Chuck Taylor’s, platforms, and the now infamous Run Star Hike kicks.
If you thought Ugg’s popularity peaked in the early aughts, think again. Ever since the brand introduced the Ultra Minis—an ankle version of its classic shearling calf-length boots—people have been capital-O obsessed with the brand’s plush footwear. (Videos for how to style the Ultra Mini in particular have hit nearly 90 million views on TikTok). Other notable highlights from the brand include the Fluff Yeah slide (a favorite of Hailey Bieber), the Tasman X (spotted this winter on Irina Shayk), the Coquettes (Addison Rae’s go-to).
You know the brand’s yoga leggings (Alo’s own TikTok account has over 262,000 loyal followers), but its flirty tennis skirt nearly broke the internet last year—that and maybe the fact that Alo also signed on Kendall Jenner as brand ambassador. Creators love to show off the brand’s signature workout sets on different body types in #aloyogahauls, making it much easier for you to shop for your own picks—and to see just how cute all the colors look IRL.
Aritzia’s Melina pants should have a TikTok account of their own at this point because there’s rarely a day they don’t make an appearance on someone’s FYP. Gen Z’ers can’t get enough of these straight-leg faux leather pants, which come in 27 colors, and in short, regular, and tall inseams. (Aritzia’s truly giving the people what they want.) The brand’s best-selling puffer jacket—available in a too-many-to-count number of colors and fits—is also the stuff of legends.
The Lululemon hype just won’t quit. The brand’s beloved leggings, bike shorts, and sports bras are a mainstay on the app, appearing in hundreds of millions of try-on hauls and workout videos.
It wouldn’t be wrong to say that Girlfriend Collective changed the athleisure game. Using recycled plastic bottles, fishing nets, and other waste, the direct-to-consumer brand is known for its size-inclusive leggings, unitards, and sports bras (sizes range from XXS to 6XL), with 37 million videos praising the clothes’ fit and feel in “realistic try-ons.”
P.S.: These are Quick Shop products—you don’t have to leave Glamour to buy them.
Launched in 2018, Set Active is known for its, well, matching sets. In addition to sharing “new drop” reels that put the brand’s signature stretchy fabrics to the test, Set Active founder Lindsey Carter often gives followers an inside look at campaigns, everyday office life, and the company’s influencer strategy.
Watch any number of Skims unboxing videos or try-on hauls, and you’ll notice one common thread: It’s rave review after rave review. In addition to the brand’s basics-but-better intimates, user are shook by how good its ribbed maxi dress looks on.
When TikToker Hannah Schlenker posted this video in 2020 after joining the Aerie Fam, the brand’s Crossover leggings sold out for weeks. The moment other creators got their hands on the leggings, more videos poured in. Fast-forward to today, and you can find this now iconic crossover waistband on plenty of different styles, from bike shorts to high-waist swim bottoms.
Another athleisure favorite is Nike. TikTok creators love the O.G. activewear brand for doing everything from working out to running errands, thanks to the trusted versatility and wearability of its designs. Nike truly has something for everyone, from the guy who loves flipping sneakers on Depop to that girl who starts her day with a 5 a.m. dance workout.
The popularity of Mejuri’s croissant rings and “editor” hoops has translated surprsingly well from Instagram to TikTok—after all, affordable cool-girl jewelry makes for great in-feed and video content. Aesthetically pleasing outfit details aside, TikTokers actually appreciate the quality of Mejuri’s jewelry, which is known to deliver timeless designs at fair prices.
Flower charms! Sparkly anklets! Tennis chokers! Adina’s Jewels is a must-shop for kitschy, Y2K-inspired jewelry—perfect for accessorizing your all your summer ’fits. The brand also has a small curation of fine jewelry and personalized pieces to choose from.
When it comes to finding the perfect denim, Levi’s is where it’s at. Try-ons of the brand’s iconic fits are soaring across TikTok, with users showing how the most popular styles look and feel on different body types.
TikTokers love a budget-friendly fashion haul, and that’s where Cider comes into play. The online boutique is a part of a new breed of viral fashion brands on TikTok, with over 3.9 billion views for the hashtag #ciderclothing on the app. Cider sells an array of trend-forward, plus-size clothing, with many pieces ringing under the $30 mark.
Like Cider but not quite is Storets, which TikTokers love for elevated basics. Standouts include its oversized button-ups and matching sets in mood-boosting hues.
It’s not a stretch to say that no one loves Zara more than TikTokers. With nearly 8 billion views, you’ll find new hauls every week featuring Zara’s latest drops which, once gone, are gone for good.
Winter may be over now, but The North Face had a great season on the app when videos of people in puffers were ubiquitous. Given the quality of the Aritzia Super Puff, it’s not hard to see why: The cold-weather staple offers warmth, functionality, and style.
This popular e-tailer started off big on Instagram, but TikTok style stars love it just as much, if not more, thanks to pieces (think denim, dresses, and cute sets) that manage to be on trend but never over-the-top. In addition to its own designs, Princess Polly also carries labels like Lioness (which you may have seen on Shopbop).
RiRi’s Savage x Fenty ambassadors and loyal customers have no problem getting in their skivvies for some content. The consensus on the brand’s size-inclusive pieces is pretty clear. As one user put it: “Are you kididng? I look hot.”
From romantic, frilly dresses to soft pops of pink, For Love & Lemons serves up just the right amount of sexy cottagecore for playing dress-up and attending garden parties.
Cosigned by a longlist of A-listers (hi, Kylie Jenner), Frankies Bikinis may just be one of the hottest names in swimwear right now—literally and figuratively. The Los Angeles–based brand just landed an $18 million investment from Victoria’s Secret to expand both its swim and its apparel efforts, bringing you a ton of newness in the form of string bikinis, cutout one-pieces, and Y2K inspired beachwear that leave little to the imagination.
Edikted is to Gen Z what Nasty Gal was to millennials in their late teens and early 20s. Known for its edgy moto jackets, cutout tops, and Y2K-inspired miniskirt sets, Edikted has all the pieces you’d want to borrow from your cool older sister’s closet. Celebs (and their stylists) have also caught on to label—Megan Fox just wore a set from the rising brand with Amina Muaddi boots.
You may remember I.Am.Gia’s infamous teddy coat from a few years ago—that caramel confection of jacket was as a popular then as Frankie Shop’s quilted puffer is today—and the brand is back on Gen Z’ers’ radar after a brief hiatus. Come for the cutout matching sets, stay for the Coachella-worthy ’fits, with a rabbit hole of try-on videos to inspire your next look.
Classic sneakers seem to be a trend on TikTok, and Vans joins Converse and Air Force 1s as another Gen Z favorite. Watch creators try on the classic Old Skool sneakers, slip-ons, and high-top styles in some of the newer hues.
If the lounge life chose you, you’ll enjoying watching TikTokers live their best lives in Champion’s sweats. The O.G. loungewear brand has serious street cred nowadays—and you can find best sellers on Amazon and at Urban Outfitters.
Romantic tops and floral dresses are the backbone of TikTok fave ASTR the Label. Creators love including the brand specifically in vacation clothing hauls, thanks to the breezy fabrics and chic silhouettes that don’t cost an entire month’s paycheck to make you feel like your best self.
Luxury brands are having a moment on the app too, and TikTok users can’t get enough of Mirror Palais. The label is known for its head-turning dresses, like the viral Fairy Dress, which is leaving users speechless during try-ons, or its crossbody floss halter number. The pieces do come with a hefty price tag, so you might want to bookmark this brand for special occasions.