From Loewe's daring social media moves to Doechii’s rise through TikTok virality and reflections on the lockdown era, we’re diving into what’s hot right now on socials.
Loewe is proof that luxury brands can take a risk with unhinged social content and generate immense brand love.
Luxury brands have long tiptoed around social media trends, fearing damaging their reputation, but seeing how TikTok can turn brands into overnight sensations, the bravest names are dipping their toes into the unhinged waters – and the risk is paying off.
Loewe’s brand-owned account has 2.1M followers and 43.7M likes, and this isn’t because their feed is full of glam models and exclusive catwalk content, they’re embracing the humor and risk-taking that billions of users turn to TikTok to consume and enjoy.
An online article makes the great point that “Loewe understands that today’s approach is not about selling a £3,000 bag; it’s about planting seeds of aspiration and cultivating emotional connections.”
The Gen Z audience that dominates TikTok may not have the budget to deck their closet with everything Loewe, but the constant consumption of content from a brand they relate to on a personal level increases the likelihood of them choosing Loewe when the time comes to make a luxury purchase.
Loewe understands the power of niche influencers too. Rather than partnering with high-end fashionistas, they’re gaining views in the millions by collaborating with unexpected creators.
Creator Taylor Underhill’s entire TikTok account is dedicated to documenting her grandmother’s 40-year-old candle - a wax structure that continues to grow as her grandmother adds a new candle each day.
Loewe sent Taylor’s grandmother a candle from their collection, inviting her to melt it into her sculpture. The video on Loewe’s channel has almost 40 million views, and their audience has in turn been introduced to one of their more affordable products.
Loewe is listening to their audience and delivering content with a shock factor that in turn increases brand love.
You’ve probably seen creators dancing to rapper Doechii’s song “ANXIETY” all over your FYP – but this is more than just another dance trend to a catchy tune.
84% of songs that make the Billboard Global 200 first go viral on TikTok and 75% of TikTok users discover new artists on the platform.
Doechii is one of many artists whose come-up on TikTok has completely propelled their career. In 2020, Doechii was posting remixes and original songs on YouTube, now she is a Grammy winner.
Doechii’s song ANXIETY is currently going viral, but it’s not actually her latest release! Since she’s risen to fame over the past year, her fans have been digging for more from her, resulting in a 2020 YouTube video of her rapping over Gotye’s “Somebody That I Used to Know” resurfacing.
The sampling of the familiar tune and the relatable lyrics that Doechii always delivers had her fans begging for her to release the song officially.
Noting how TikTok played a huge part in the resurgence of the song, Doechii broke down the lore of ANXIETY:
“It never hit streaming, and then Sleepy Hallow sampled that, it got approved, and then that song blew up, and now people are finding the original version that I did on YouTube, and that’s blowing up on TikTok, […] and now people want me to release the full version, and… we’re here! And I’m releasing it, and it’s coming out! So, y’all can enjoy the full version and that’s the lore behind ‘Anxiety.'”
The humorous dance trend that the song has sparked shows one person shamelessly boogying to music with their headphones on. As the lyrics say “Somebody’s watching me…” the dancer turns around to see their friend, or partner has been watching them and has decided to join in.
TikTok’s influence in shaping the music industry is undeniable, turning emerging artists into mainstream sensations almost overnight, and Doechii is the latest artist to get the TikTok treatment!
It’s hard to believe, but it’s been five years since the world shut down in an attempt to control the pandemic.
Now, in 2025, creators across social media are taking a nostalgic look back at what life was like in those strange early days of lockdown, and how much (or how little) has changed since then.
From lighthearted jokes about how we’re still wearing pyjamas as work-from-home attire to major reflections on personal and professional growth, these throwback videos are everywhere. This wave of content taps into the nostalgia that online communities love, creating a shared space for audiences to bond over memories. Whether it’s reminiscing about whipped coffee trends, Tiger King obsessions, or the chaos of Zoom meetings, there’s something comforting about reflecting together.
The most significant takeaway from this trend is the way it highlights how TikTok exploded during the pandemic. With many out of work, isolated, and searching for connection, the platform became a cultural force. It turned everyday people into viral sensations and even launched full-blown careers. Five years on, creators are looking back at how a lockdown hobby turned into their livelihoods, proving just how much social media has transformed our lives.
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