I’m by no means a TikTok expert, but there are a few things I’ve learnt whilst using the platform over the past year or so. 1) Avid TikTok users have pretty expensive taste. They know their brands and take investment purchases seriously, aspiring to own the latest must-have bag or spending hours tracking down the current cult trainer (most likely on Laced, where it’s selling for a premium). 2) They lean heavily into nostalgia, delighting in the clothes and accessories that make most 30-somethings such as me shudder when we remember how we wore them (probably less stylishly) the first time around. And 3) they know how to have fun. From adorning their hair with rhinestones to singing along in their karaoke microphones, TikTok presents its users with an escape from reality into a fantasy land where joy triumphs. It’s endearing.
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