When it comes to fashion and where to throw our (limited) cash, it's hard to sort the quality from the celebrity endorsements and clever marketing. But on TikTok, where the opinions are plenty and, at times, brutal, we're definitely all ears when a brand or specific collection item gets people talking.
From the infamous dresses that seem to suit everyone under the sun, to the old favourites Gen Z are putting on the digital map, these are the best fashion brands going viral on TikTok.
Correction: This piece was updated to amend an error regarding Mejuri. A previous version of this story stated that the brand was London-based.