The evolution of fashion content on TikTok: from 2020 to 2024 in Malaysia / Maarof Saleh

Fashion have a profound impact on TikTok, which has transformed the fashion trend generation and consumption process since 2020. This paper, therefore, tracks the development of fashion-related content on TikTok. More An analysis of how the platform has allowed fashion influencers, trends, and promotion to diverge from traditional business conventions. This analysis explores the profound impact that TikTok's technological advancements have had on the fields of fashion marketing and content generation. Additionally, the study examines the influence of the COVID-19 pandemic on fashion trends as well as TikTok's contribution to the acceleration and maintenance of these trends. This research investigates the substantial transformations in industry practices and consumer behaviour prompted by TikTok, with a specific emphasis on Malaysia, by analysing critical fashion challenges and future projections.