THE MODERN DILEMMA OF LUXURY FASHION: TIKTOK VS. TRADITION – Antonia WAHYUDI
The Shifting Sands of Luxury Fashion: Craft, Value, and the Digital Unveiling
Luxury fashion is currently in the midst of a remarkable evolution. It’s no longer confined to the boundaries of an iconic label or a hefty price tag; it’s about legacy, unparalleled craftsmanship, and a swiftly changing definition that now heavily incorporates sustainability, ethical production, and even digital innovation. This digital revolution, far from being a threat, is a beacon of hope, opening up new avenues for creativity and consumer engagement.
The Resurgence of Craftsmanship
We’re witnessing a powerful resurgence of admiration for the intricate artisanal processes that underpin these masterpieces. From hand-stitching techniques that demand hundreds of hours to the meticulous sourcing of rare materials, the actual value lies in the dedication and skill that go into each piece. This renewed focus on craftsmanship is fundamentally reshaping what ‘luxury’ means to many consumers, fostering a deep sense of appreciation and respect for the artistry behind each creation.
"Trade War TikTok" and the Transparency Challenge
However, the conversation around luxury has recently taken a fascinating turn, especially with the rise of “Trade War TikTok.” Amidst ongoing tariff tensions and geopolitical shifts, we’re seeing viral content from Chinese manufacturers claiming to produce high-end goods for luxury brands at a fraction of their retail price. These videos, while often unverified and potentially misleading, challenge traditional notions of provenance and exclusivity. They prompt crucial questions about what “Made in” truly signifies in a globalized supply chain and whether the perceived value of luxury is truly tied to its manufacturing origin. While luxury brands often refute these claims, the sheer volume of such content highlights a growing consumer skepticism and a desire for greater transparency. Consumers, empowered by social media, are increasingly demanding to know more about the entire lifecycle of their purchases, from sourcing to production.
Navigating the Future of Luxury
This dynamic shift presents exciting yet complex questions for anyone passionate about the fashion industry. How do brands maintain their aspirational appeal while navigating demands for greater accessibility and accountability? How do they protect their intellectual property in a digitally-driven world where information can go viral in an instant? And how can they best communicate the actual value behind their creations in an age of viral “exposés” that often oversimplify complex supply chains?
The future of luxury fashion will undoubtedly involve a delicate balance. Brands must continue to innovate in design, craftsmanship, and most importantly, transparency and communication. The narrative of luxury is no longer solely controlled by the brands themselves; it’s increasingly shaped by consumer perceptions, digital dialogues, and a global marketplace demanding more answers. By embracing transparency and open communication, brands can navigate this new landscape with confidence and integrity, keeping their audience informed and prepared for the changes ahead.
Antonia WAHYUDI
Fashion Marketing & Management Lecturer
Raffles Jakarta
Reference
Kent, Sarah. ““Trade War TikTok” Takes Aim at Luxury.” The Business of Fashion, 15 Apr. 2025,
www.businessoffashion.com/articles/sustainability/trade-war-tiktok-luxury-brands-chinese-factories/.