Exploring Luxury Within Reach: TikTok Shop’s New Preowned Luxury Section

TikTok Shop has recently introduced a Preowned Luxury section in both the UK and US markets. This move aims to provide users with the opportunity to explore and buy genuine luxury fashion directly within the TikTok platform, eliminating the need to navigate elsewhere for their purchases.

This marks a significant milestone for TikTok Shop, a pivotal platform for fashion trends. The launch comes amidst a surge in demand for pre-owned high-end bags, clothing, and shoes, highlighting the timeliness and relevance of this strategic expansion.

In addition, the social media giant emphasised that the introduction of the new category will empower users to delve deeper into the world of luxury fashion, discover style inspiration, and seamlessly acquire coveted pieces, all within the confines of the platform.

Moreover, it highlighted that the hashtag ‘prelovedfashion’ which has already spurred over 62,000 posts on TikTok. With this launch, preloved fashion brands will tap into a fresh audience, meeting the growing demand within the TikTok community for sustainable and accessible avenues to engage with luxury fashion.

Apart from that, the category is set to debut in collaboration with five prominent UK industry leaders: Luxe Collective, Sellier Knightsbridge, Sign of the Times, Hardly Ever Worn It, and Break Archive. These partners, who have already achieved significant success on the platform, are poised to leverage TikTok’s expansive reach further with the launch of the Preowned Luxury category.


Furthermore, Luxe Collective, which garnered a £100,000 investment following its appearance on Dragon’s Den, boasts an impressive 1.6 million followers on TikTok.

Sellier, recognised as the UK’s fastest-growing resale platform for luxury superbrands, specialises in rare and curated collections featuring esteemed names like Chanel, Hermès, and Dior. With physical stores in Monaco and London’s Knightsbridge and Belgravia, Sellier’s direct-to-consumer e-commerce via its website and app plays a pivotal role. Therefore, the strategic partnership with TikTok aligns seamlessly, offering substantial commercial opportunities.

Sign of the Times, a stalwart in the luxury resale sector since its inception in Chelsea in 1976, has successfully transitioned into the e-commerce landscape. With over 2.7 million likes on TikTok, the brand’s blend of insightful and humorous fashion content resonates well with audiences, showcasing its ability to thrive in the evolving digital realm.

Luxury on TikTok

Additionally, Hardly Ever Worn It, commonly known as HEWI, established as a dedicated online marketplace. It offers a meticulously curated assortment of pre-owned designer fashion and accessories. With a strong emphasis on sustainability, HEWI’s platform provides a conscientious avenue for fashion enthusiasts seeking luxury pieces with a reduced environmental footprint.

Next, Break Archive, founded in 2022 by the youthful entrepreneur Gabriel Rylka at 19, injects a distinct Gen-Z flavour into the category. With a mission centred around uncovering elusive and exclusive vintage designer treasures, Break Archive brings a curated approach to its offerings, appealing to a younger demographic seeking unique and authentic fashion finds.

Not only that, Jan Wilk, Head of Operations at TikTok Shop UK, expressed enthusiasm about the announcement, highlighting it as an exciting initial stride into preowned fashion. With TikTok Shop’s established leadership in discovery-based commerce and a flourishing fashion community, Wilk emphasised the unique opportunity this presents for retailers to connect with fresh audiences and customers. He emphasized the platform’s role in offering an inspiring and accessible avenue for embracing luxury fashion.

Hanushka Toni, the co-founder and CEO of Sellier, expressed profound excitement about the development, stating, “This is an inspiring moment for us.” With Sellier’s substantial following on TikTok, numbering in the hundreds of thousands, Toni noted that joining the platform’s pre-loved category felt like a natural evolution. She highlighted Sellier’s recent launch of the Sellier Selected marketplace. She emphasised that the partnership with TikTok Shop aligns seamlessly with their mission of making luxury fashion more accessible.


Thus, as TikTok ventures into the realm of preowned luxury fashion, partnering with esteemed UK resellers like Luxe Collective, Sellier, Sign of the Times, Hardly Ever Worn It, and Break Archive, the stage is set for a new era of fashion accessibility and sustainability.

With these influential partnerships, TikTok Shop aims to revolutionise how users discover and engage with luxury fashion, fostering a vibrant, community-driven marketplace. As the fashion landscape evolves, TikTok’s commitment to innovation promises to reshape the industry, making luxury fashion more inclusive and attainable for all.

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