PROCUREMENT

A Month in Fashion: May 2023

May 31, 2023

Industry Trends

A Month in Fashion: May 2023

Every month we roundup the social media highlights we’ve seen in the fashion world. From weird and wonderful collaborations, new AR tools, and clever creatives—keep reading to find out who’s been busy! 

Fashion Spotlight: New Tech

Crocs launches AR game in Minecraft  

Crocs has worked with Minecraft to launch an interactive AR experience in-game. Choose Your Mode allows Minecraft players to engage in two AR-powered games inspired by the footwear brand. The two AR-themed games can be accessed in two ways: owners of the limited-edition Crocs can scan the charm on their shoes; and non-owners can scan a QR code located on the campaign’s official landing page.

Fashion Spotlight: New tech

Fashion Spotlight: New Collaborations

ASOS x Hirestreet

ASOS has worked with Hirestreet to launch its first ever rental collection. The collection includes over 180 different women’s occasion wear outfits and is available in various sizes. Retail prices range up to £275, and individual items are available to hire for four, 10 and 30-day periods starting from £20.

Fashion Spotlight: Collaborations

Fashion Spotlight: Content

Nike: What Type of Runner Are You?

For the release of the new Pegasus trainer, Nike created a personality filter where TikTokers can find out what type of runner they are. Nike released a fun and engaging TikTok ad, showing mascots of the different personality types, and sponsored influencers across Europe to take the filter quiz and encourage their audiences to do the same. The supporting hashtag #NikePegasus has over 124.8M views to date.

@user542389767

What is your running personality? Take the test now and discover what gets you moving.

♬ original sound – Sponsored Content

@rosiebreenx

ALWAYS taking it at my own pace with @Nike ?? I’m not in a competition with anybody but myself! Try the quiz and let me know what type of runner you are! #NikePegasus #RunTok

♬ Loony Bunny – Laurent Dury

Clockhouse: GRWM

Clockhouse has leaned into the popular GRWM TikTok format, and used influencers to create outfits for specific events/outings, to make the content relatable. Content was initially posted to the creators’ own channels, before being reposted and boosted from the Clockhouse brand account. A significant number of videos on the account have over 1M views.

@clockhouse

GRWM for date night, according to @linda.szaa ? #clockhouse #ckhstyle #TikTokFashion #ootd #outfitinspo #datenight

♬ Lovingcall – Official Sound Studio

@clockhouse

Another day, another banging outfit for @Richlove Rockson ❤️ #clockhouse #ckhstyle #tiktokfashion #grwm

♬ I Can Feel It v3 – Nick Sena and Danny Echevarria

Shein x O Beach 

Shein and O Beach in Ibiza collaborated for a takeover event for the venue’s opening party for Summer ‘23. Inviting influencers and reality stars from across Europe, attendees used the hashtag #SheinxOBeachIbiza across Instagram and TikTok. The hashtag on TikTok has over 2.2M views, and over 279 posts created on Instagram.

@demijones

Shein bikini ready for O Beach opening today??? #shein #sheinfinds #sheinbikini #obeach #ibiza @SHEIN UK @SHEIN

♬ The Cure & The Cause (Sped Up House Version) – Fish Go Deep & Tracey K

@benoit_chevalier

Incroyable weekend avec @SHEIN France ? #SHEINparty #sheinxobeachibiza #MeetSHEIN

♬ I’m Good (Blue) – Cupido

Speedo: Bikini Breakdowns

Speedo worked with influencers to promote its new summer FLU3NTE collection. Influencers created try-on videos, showing the new swimsuits on, discussing new elements and features, and why they were perfect for the summer. Influencers were allowed to create videos in their own style, adding authenticity to the content produced. Content was posted to the influencers’ own channels, and to Speedo’s, and boosted from the brand channel.

@speedo

@Isabela Grutman giving is all the inspo for summer outfits wearing the FLU3NTE collection #summeroutfit #summeroutfitinspo

♬ original sound – Speedo

@raeannlangas

Speedo is back and cooler than ever with the Fluente collection! I love how this collection combines sporty and trendy elements so you can be ready for anything AND look hot. I saved my favorite for last so be sure to watch til the end 🙂 I am wearing a size L in all of these pieces! Check the Fluente collection now available at us.speedo.com @speedousa @speedo #speedo #ad

♬ Hey Lover – The Daughters Of Eve

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@ Socially Powerful

Author

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James Hacking

Writer

Socially Powerful, founded in 2017, stood as pioneers of the influencer marketing industry. Today we are a global social marketing agency and technology company.

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