As part of The Drum’s Fashion & Beauty Focus, we unpack Marc Jacobs’s TikTok strategy, which is winning over Gen Z and adland alike.

Search for most luxury fashion brands on TikTok and you will likely find behind-the-scenes videos, informal interviews with celebrities and influencers and even a video tapping into a meme or two. You’ll also likely find that these videos are shot on a high-quality camera, you’ll see beautiful clothing and accessories and you’ll certainly find a curated and consistent aesthetic.