TikTok Hits The Runway With Virtual Fashion Month Featuring Louis Vuitton, PUMA, Alice And Olivia

September is typically one of fashion’s busiest months, with thousands of designers, models, and celebrities flocking to weeklong runway events in New York, Paris, and Milan. But now that the coronavirus pandemic has shut down in-person gatherings, TikTok is taking things digital.

For all of September and the first week of October, TikTok is running its own Fashion Month in partnership with Louis Vuitton, Saint Laurent, JW Anderson, PUMA, and Alice and Olivia.

#TikTokFashionMonth features two livestreamed runway shows each week (some starring TikTok creators as models) plus the launch of two TikTok-exclusive capsule collections Oct. 8. Shows will utilize new creative video effects, the company said.

“We’ve seen the fashion industry reinvent what luxury fashion means to culture and society through TikTok by bringing fashion into the homes of our community during quarantine,” CeCe Vu, TikTok’s fashion content partnerships lead, said in a statement. The monthlong event is a “community-driven approach to showcasing their art, creativity, and personalities in a unique and truly TikTok way,” she added.

Though TikTok’s announcement about Fashion Month just went live today, some live streams have already taken place. Here’s the event’s full schedule, including past shows:

• Sept. 2: Louis Vuitton Men’s Runway
• Sept. 6: Fashion Essentials with TikTok creator Wisdom Kaye (3.6 million followers)
• Sept. 9: Saint Laurent Runway
• Sept. 18: Get the Look with TikTok creator Ariam (350K)
• Sept. 28: JW Anderson Collection Reveal
• Oct. 8: TikTok Runway Odyssey with PUMA and Alice and Olivia

During Runway Odyssey–hosted by TikToker Nick Tangorra (1.2 million)–PUMA and Alice and Olivia will each debut a new capsule collection that’ll only be shoppable via TikTok. As such, their shows will involve TikToker models: Jufu (3.1 million), Ajani (4.1 million), Dominic Toliver (9.9 million), Taylor Cassidy (1.8 million), and Makayla (585K) will walk for PUMA; Melanie and Miranda Wilking (2.9 million), Janette Ok (1.3 million), and Bria Jones (328K) will walk for Alice and Olivia. (You can see one of Alice and Olivia’s collection pieces in the header image above.)

PUMA will donate $10,000 in proceeds from sales of the capsule to the Equal Justice Initiative. Alice and Olivia will donate “a portion” of proceeds to the Council of Fashion Designers of America, TikTok said.

All shows can be found streaming from brands’ official TikTok accounts.