TikTok: Is it the new frontier for fashion reinvention?
BBC World
February 25, 2026
AI-Generated Deep Dive Summary
TikTok has emerged as a powerful platform for redefining careers in fashion, with 23-year-old designer Alexei Hamblin proving its potential after going viral with his creative pitches to revitalize legacy sports brands. By sharing his vision for redesigning Slazenger, a brand steeped in history but struggling to resonate with younger generations, Hamblin caught the attention of Frasers Group, which invited him to consult on their reinvention efforts. His approach blends modern aesthetics with the brand’s heritage, aiming to create a premium yet accessible line that appeals to contemporary tastes while honoring its roots.
Hamblin’s journey began when he used TikTok to critique and reimagine items from sports retailer Sports Direct. Despite his bold criticism of the brands’ outdated designs, including calling some pieces “boring” or “tacky,” his innovative ideas garnered widespread attention. This success highlights how digital platforms are democratizing opportunities in the fashion industry, allowing emerging talent to bypass traditional gatekeepers like formal education or decades of experience.
Hamblin’s rise is emblematic of a broader shift where content creators and digital-native designers are shaping the future of fashion. Renee Washington, a fashion journalist, notes that while established institutions still hold authority, the influence of platforms like TikTok has made the industry more accessible and conversational. Hamblin’s ability to connect with his audience through authentic storytelling and digital creativity underscores this evolution.
The case of Slazenger reflects how legacy brands are struggling to adapt to changing consumer preferences. Hamblin’s reinvention strategy focuses on preserving the brand’s affordability while introducing a premium line that caters to those seeking higher quality. This balance is crucial for maintaining the brand’s accessibility, which remains a core aspect of its identity.
Hamblin’s story not only challenges traditional career paths in fashion but also demonstrates how Gen Z creators are leveraging their cultural understanding and digital skills to disrupt the industry. By blending historical insights with modern design sensibilities, he is redefining what it means to be a contemporary designer. This trend matters as it highlights the growing influence of social media and digital platforms in shaping global
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Originally published on BBC World on 2/25/2026