BFC names TikTok as transformed Fashion Awards 'Principal Partner'

By

Sandra Halliday

Published
Oct 26, 2021

The British Fashion Council has unveiled short-form mobile video social media platform TikTok as its Principal Partner for The Fashion Awards 2021 on November 29. 

They’ll “work together to evolve The Fashion Awards as a global entertainment platform, celebrating fashion's role at the intersection of culture”. TikTok had previously linked with the BFC as a Newgen partner.

The new Principal Partner deal isn’t the only change as this year, as the event's format will change to include not only the awards, but performances as well as segments highlighting “unique cultural moments from the past year”. 

The 2021 accolades include 15 Leaders of Change — essentially designers, brands, creatives, and individuals “who created positive change within the fashion industry this past year” under the categories Environment, People and Creativity. 

The event will include global streaming and “platform amplification and bespoke content creation, as well as deeper cultural connectivity, telling this year's stories that highlight the collaboration between fashion, music, film, art and technology”.

There’ll be a big focus on the Fashion Awards Red Carpet, “with TikTok bringing the experience and excitement to a global audience via a live broadcast. This will use unique TikTok tools and features “to drive real-time engagement, offering the TikTok community and beyond, the opportunity to experience The Fashion Awards Red Carpet like never before”.

It will be seen on the new Fashion Awards TikTok account, @TheFashionAwards.

Additional activations will include content from the event by “some of the biggest TikTok Creators and exclusive backstage access to the winners and presenters”.