If you’ve ever been on the fashionable side of TikTok, chances are you’ve seen (or loved) a post from Rag Report. For now, the publication’s content exists only on the platform, but it has amassed a following of trend-hungry young people in record time.
The brainchild of Kyra Media, a Gen Z media company, now has more than 1.3 million followers. According to a spokesperson for the brand, that makes it the most engaged and fastest growing fashion publication on TikTok.
James Cadwallader, chief creative officer for Kyra Media, told In The Know that it was all a part of their plan.
“What we really wanted to do is create a channel that breaks down the barriers of entry to fashion, which can often be quite snooty,” he said. “We wanted to create this publication that … engages young people and opens their eyes to the ways in which fashion is a means for expression and creativity.”
He added, “in the most humble way possible” that he thinks Rag Report has the potential to become “the next Vogue for Gen Z.”
Paz Mendez Hodes, executive producer at Rag Report and two other TikTok verticals within Kyra Media, told In The Know that the publication generally shares two different kinds of posts — content that is “super trending” and others that take a “deeper look into something else that’s going on.”
“If there’s a viral fashion video going around, we will make something about that, but we try to say something that hasn’t been said before,” she said “The other thing that we do is this academic approach … to things that haven’t been talked about on TikTok before.”
So what kind of posts make the TikTok account so enticing?
For one, they break down fashion trends with a short history lesson that puts their popularity into perspective. For instance, a breakdown of the “McBling” aesthetic garnered more than 1 million views.
As the speed with which microtrends cycle in and out of style rapidly increases, it’s crucial for their audience to understand what they’re getting into before they invest in clothing or aesthetics.
Some Rag Report videos “style,” or make clothing suggestions, for popular Gen Z celebrities like Bretman Rock and Vinnie Hacker. Others take a “tour” of fashion influencers’ closets to break down what they would wear in certain scenarios.
Rag Report isn’t limited to a narrow set of ideas in the fashion content they post — the series are always changing, but it’s a steady flow of cutting-edge trend breakdowns that make the industry more accessible to young fans.
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