Checking In With…TikTok
Luxury is constantly evolving – how do you see consumer behaviours shifting as we step into 2025?
As we look toward 2025, luxury is being redefined to encompass not just products but also purpose, space, and meaning. Since the pandemic, individualism has shifted, with consumers seeking deeper, more intentional connections with the brands they support. Luxury is no longer about aspiration; it’s about participation. Consumers are evolving, valuing experiences, authenticity, and shared purpose as the new currencies of desire.
This transformation has fuelled the rise of qualitative luxury, where craftsmanship, heritage, and authenticity take precedence over flashy logos. Consumers now gravitate toward brands with compelling stories and rich histories, appreciating the journey as much as the acquisition.
Time and space have also become ultimate luxuries. Consumers increasingly value offerings that feel intentional, purposeful, and worth their investment. As we move into 2025, this emphasis on purpose, quality, and timelessness will continue to shape the landscape of luxury, with brands that honour these values forging the most enduring and meaningful connections with their audiences.
What role does TikTok play in influencing these changes?
TikTok is redefining luxury by transforming storytelling into a vibrant, living experience that connects brands with audiences in deeply personal ways. It’s a platform where heritage, craftsmanship, and purpose coexist with creativity and playfulness, inspiring a new generation of consumers who value authenticity and connection.
One of TikTok’s most exciting shifts is how it enables luxury brands to showcase new sides of their personalities. From Dior and Audemars Piguet embracing a playful tone to their content, to Celine tapping into the “E-Boy” subculture, luxury is no longer confined to tradition – it’s actively engaging with modern culture and niche communities.
TikTok’s true magic lies in its ability to unite subcultures and foster communities. It transforms luxury from a static ideal into a dynamic conversation where audiences don’t just observe – they participate, shape trends, and co-create. These subcultures thrive on TikTok, offering luxury brands the chance to align with deeply resonant values and build cultural relevance.
As we move toward 2025, TikTok stands at the crossroads of timeless luxury and modern culture. It’s a space where individuality is celebrated, belonging is fostered, and a cultural shift toward creativity and purpose takes centre stage. Through TikTok, luxury evolves into more than just aspiration – it becomes a shared and meaningful experience.
With TikTok trends taking off overnight, what kinds of movements do you think will dominate the platform in 2025?
The beauty of TikTok lies in its unpredictability—no one knows what will capture the world’s attention overnight, and that’s where its magic truly shines. In the luxury space, we’ve seen savoir-faire take centre stage, with brands like Loewe and Marc Jacobs leading the way through unexpected and imaginative collaborations.
Looking ahead, we expect these surprising partnerships to continue, blending innovation with tradition to captivate audiences. In the luxury travel sector, TikTok is inspiring a new wave of wanderlust, showcasing extraordinary destinations, bespoke experiences, and hidden gems through immersive storytelling from multiple lenses. Brands have the opportunity to reimagine how they connect with affluent travellers by highlighting not just where to go but how to experience it in ways that feel intentional, exclusive, and meaningful.
As we move toward a culture of impact, movements celebrating craftsmanship, cultural storytelling, and sustainability will only grow stronger. These trends, combined with bold, unconventional aesthetics and the creative energy of grassroots communities and creators, will continue to redefine the essence of luxury across industries.
What’s the most unforgettable thing you’ve seen a luxury brand try on TikTok?
My favourite and most unforgettable moment was Burberry’s collaboration with the ‘Sylvanian Families’ TikTok Account to launch its Lola Bag collection. This unexpected partnership felt refreshingly different from how luxury brands traditionally communicated on TikTok, and it still stands out as a brilliant example of innovative storytelling. It’s a piece of content I refer to time and time again because it perfectly embodies TikTok’s “stay and play” approach – staying true to your brand’s essence while boldly playing in unexpected communities. This fusion of familiarity and surprise not only made Burberry stand out but also demonstrated the power of engaging audiences in new and imaginative ways.
How do you think Gen Z is redefining luxury and how can brands engage this demographic on TikTok?
Many people perceive Gen Z as a complex and hard-to-understand demographic, but in reality, their values are quite straightforward. They prioritise authenticity, creativity, and relatability above all else. To them, luxury isn’t about opulence or exclusivity – it’s about genuine connections and meaningful experiences.
Brands need to stop overthinking how to engage with Gen Z. Don’t be afraid to fail or try something new. It’s not about changing your brand’s identity; it’s about changing the way you tell your story. On TikTok, this means embracing a more authentic and creative approach that resonates with their values. By being genuine and relatable, brands can build meaningful connections with Gen Z, effectively redefining luxury in a way that aligns with what they truly value.
If you had to sum up TikTok’s influence on luxury in just one word, what would it be—and why?
Connection. TikTok has revolutionised luxury by fostering authentic connections. It’s shifted the focus from showcasing products to building meaningful relationships through creativity, storytelling, and community, making luxury more relatable and engaging.
What’s one common mistake luxury brands make on TikTok that holds them back?
Over-curating their presence. TikTok thrives on self-expression and spontaneity – brands that hesitate to take the leap or try to perfect every detail miss the platform’s true potential to connect deeply with audiences. It’s about embracing creativity, experimenting, and being willing to fail in order to resonate authentically.
Are there any travel destinations on your bucket list?
I have a deep love for Greece, rooted in my Greek heritage, and my goal is to explore every incredible corner of its mainland and islands. Each visit leaves me amazed by the rich culture, ‘halara’ lifestyle and it’s somewhat rugged and unconventional beauty. I truly believe Greece is an endless source of wonder.
What are your top travel tips?
I’m a pretty disorganised traveller, so honestly, I’m the last person you should take advice from. But here’s what I’ve got: always pack sunglasses – rain or shine, they’ll come in handy. And before you go anywhere, do a quick scroll on TikTok for reviews – there’s always some brutally honest one that could save you a fortune and a headache. Oh, and apparently packing pockets from TikTok Shop are life-changing – if you can snag them before they sell out!
Dead or alive, who would you ideal travel companion be?
Sometimes I want him dead, but it would have to be my partner. There’s something to be said for traveling with someone you genuinely get along with rather than someone too interesting. After all, peace and good vibes trump deep philosophical debates at 6 a.m. in the airport queue!
Kristina Karassoulis is the Head of Luxury and Automotive Brand Partnerships in the UK for TikTok. She was previously the Interim Head of UK Luxury Advertising for the Financial Times. Before making the move to London, Kristina worked in Australia, representing brands like MTV & NBCUniversal before leading commercial brand strategy for Vogue and GQ Australia.
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