AU professors and students reflect on TikTok’s headscarf trend
A silk scarf can be wrapped around the torso like a shirt, which is a popular summer style seen on the University of Arizona campus, but a scarf can also be used practically as a means of protecting the skin. hair and scalp burns in Arizona Sun.
As the weather warms up and the sun shines for longer and longer, the practical and timeless scarf has already caught people’s attention as summer approaches, as seen in a viral TIC Tac trending, where users logged in driving up to Mike Posner’s “Please Don’t Go”.
Historically, scarves have been used for religious and cultural purposes according to Elif Kavakci, assistant professor of fashion industry science and technology practice at the UA School of Family and Consumer Sciences and fashion designer for Kavakci Couture.
“Scarves have always been part of clothing in different civilizations and societies,” Kavakci said. “Since scarves have been used so widely, they have evolved as fashion accessories. “
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Audrey Hepburn was a timeless celebrity known for her use of the headscarf on and off set, seen in the Netflix documentary “Audrey”. Fashion scarves in gingham or cotton fabric have also been popular among the Internet Cottagecore aesthetic which reproduces rural life through vintage clothing and accessories and simple everyday tasks like gardening, baking, and sewing.
The practical scarf once again captured the attention of the fashion world in the summer and fall of 2021. As reported by Vogue, Versace and Dior presented scarves and babushka scarves as accessories for their fall 2021 collection, among other designers.
Another trend prediction for the headscarf was its prevalence on TIC Tac.
“Social media is the single most important factor influencing trends in the fashion industry,” Kavakci said.
Kavakci teaches a course at AU titled “Digital Revolution and Cultural Trends: The Influencer Phenomenon”. The class explores the digital revolution that has taken place because of social media and the culture of influence.
“Consumers want to see clothes on real people, their favorite influencers and buy based on what their favorite influencer is wearing,” Kavakci said.
As the fashion world revolved around fashion magazines and celebrities, it shifted from fashion blogs to social media.
“Influencers have become authority figures,” Kavakci said.
TikTok has become the number one social platform, as one of the most downloaded apps of 2020. High-end fashion brands like Yves Saint Laurent and Louis Vuitton have started live streaming their catwalks on TikTok.
Beyond famous brands, people with diverse backgrounds and interests have become fashion authorities due to TikTok’s virality factor and adaptability to niche interests or tastes.
“Social media provides a platform for the decentralization of fashion from the small circle of fashion authorities,” Kavakci said.
As one of the biggest social platforms, TikTok influencers have become fashion authorities for their followers, which can number in the millions.
Elizabeth Heuisler, assistant professor of practice in the School of Family and Consumer Sciences, has worked in many aspects of the fashion industry, from an internship for a designer, to d ‘a course in tailoring or in the design of clothing itself.
Heuisler called herself a traditionalist and took a different approach to social media than Kavakci did. Heuisler said she sees a comparison on social media, as influencers snapped photos of seemingly perfect lives, with luxury and branded clothing.
“We’re sending this message that everyone has to be in fashion,” Heuisler said, “and it doesn’t have to be.”
UA TREND Fashion Club Creative Director Zoe Armbruster took a different approach. “Social media has opened up this different level of creativity and fashion,” Armbruster said.
After a period of gloom or war, there have always been fashion booms, according to Armbruster.
“People have been stuck for too long. People express themselves in a different way and you see it on TikTok too, ”Armbruster said.
Armbruster said that SHEIN has become a popular brand thanks to its popularity on TikTok. SHEIN is a fast fashion retailer that produces large quantities of trendy and inexpensive clothing. Armbruster herself admits shopping at SHEIN and said, “People are going to buy what other people are buying.”
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Trends change quickly and social media was not helping to slow the process down, Armbruster said.
“Whether you’re into fashion or not, the trend is to be fast. You want a fast paced career, you want a fast paced life and I think it all comes from social media, ”Armbruster said.
Trends like biker shorts, decorative hair clips and leather pants are trends that come and go on campus. Armbruster said she saw people wearing bandanas or scarves as shirts on campus, but hadn’t seen many people wearing scarves.
“It’s more like the people of the East Coast,” Armbruster said. “A chic and chic look.”
Social media and influencers continue to have an effect on the fashion industry and the recent TikTok trend appears to have played a role in the trend projection of the headscarf resurgence. Although the fashionable headscarf trend can come and go, the headscarf still has cultural and religious significance, while also serving functional and fashionable use for consumers.
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