These are the stories making headlines in fashion on Wednesday.
How TikTok won over fashion
Before the pandemic started, Instagram had been the dominant platform for fashion and beauty, effectively replacing print magazines as the source of trends guiding these industries. As TikTok became popular, users latched onto its silly and personality-driven videos — content that felt authentic rather than commercial and artificial. While Instagram struggles to adopt the features that made TikTok so successful, fashion and beauty influencers have found a new, more authentic home on TikTok. Business of fashion
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H&M rebrands its activewear with Jane Fonda and JaQuel Knight
Oscar-winning actress, activist and former aerobics star Jane Fonda and renowned choreographer JaQuel Knight star in the campaign for H&M’s updated line of activewear, H&M Move. The first drop includes a range of essentials including functional tops, lightweight jackets and a wide selection of tights and bras. The H&M Move Monogram Collection drops at the same time, which features a range of tracksuits with logo play and reflective detailing. H&M Move will be launched in August. 4 with collections for women, men and children available in stores and beyond hm.com/move. Fashionista Inbox
J.Crew is revamping its rewards program
The new program builds on the brand’s existing points-based cash rewards, but will now offer perks including birthday shopping credit and free monogramming. For every $500 customers spend, they move up a level in the program and work towards the Gold level. Derek Yarbrough, J.Crew’s chief marketing officer, says the membership program, titled J.Crew Passport, “was developed to go beyond the transaction and really give customers greater access to the brand.” J.Crew Passport will be promoted both online and in stores going forward, including on the retailer’s website. Modern retail