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TikTok made Noah Beck inexplicably famous. Now he wants to break into high fashion

TikTok made Noah Beck inexplicably famous. Now he wants to break into high fashion
t all started with a DIY lighting set-up. Noah Beck — the 20-year-old Arizona-born TikTok star with nearly 30 million followers — made his first videos for the social media platform by improvising late at night in his bedroom. This was about a year and a half ago, while he was home on holiday break from the University of Portland, in Oregon, where he was both studying business and playing soccer.

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“I put nails in my wall to set up and hold a flashlight,” he said, laughing as he sat in a courtyard at the Park Hyatt hotel in Paris, during the city’s recent menswear fashion week. “I didn’t have a ring light at the time.”
Fast-forward through the onset and duration of the Covid-19 pandemic — the hyper-boost of downtime gave TikTok’s “creators,” as the app’s users are known, a captive audience — and Beck is now one of the most famous people on the platform.
In January, Beck was invited to watch the virtual Louis Vuitton fall 2021 menswear show as a VIP guest.
In January, Beck was invited to watch the virtual Louis Vuitton fall 2021 menswear show as a VIP guest. Credit: Vinny Mui/Louis Vuitton
His ascent is marked by popular content trends that proliferate across the TikTok digiverse; videos of short dances, lip-syncs and largely unfiltered moments from the creator’s life. This is part of TikTok’s allure: Unlike those who came up as influencers on Instagram, the world a TikTok creator presents does not have to be polished and perfect. In fact, it’s better if it’s not.
Travis Scott has collaborated with Dior on a menswear collection
But exactly why Beck went ultra-viral is hard to pinpoint, and he’s the first to admit it.
“It’s insane how fast I’ve grown,” he said. “I’m not sure why. There’s really no secret behind it. I was consistent, and posted things I enjoyed posting, whether they were trends or just things that made me happy.”
He’s also candid about one particular motivating factor: “There’s the attention that comes with posting a video, and the serotonin of getting notifications on your phone. That’s what kind of drives us as a generation now. As ridiculous as it sounds.”
The TikTokification of fashion
Beyond regular and frequent posts to entice the platform’s algorithm, Beck’s good looks (yet not so good they’re alienating or traditionally model-esque) and confidence are a likely draw. (During our interview, two adoring fans cautiously approached him to ask for a selfie or a TikTok — Beck agreed to the former.)
He’s seemingly very comfortable with being visible (often with no shirt on) to millions of followers and seems to present himself as both relatable and aspirational in the eyes of his fans — dance videos are shot in the kitchen, or in front of a closet mirror, often alongside his girlfriend, fellow social media personality Dixie D’Amelio who, for the record, has double the amount of TikTok followers.
He also joined Sway House, a TikTok creator hub and residence in Los Angeles, in July 2020. There, with housemates who also had popular profiles, his audience was further augmented. In Beck’s case, the past year has added up to a kind of ultimate optimization of Gen-Z social culture and characteristics — and it seems a number of players within the fashion industry are taking notice.
Dixie D’Amelio on stage during the 2021 Billboard Music Awards in Los Angeles, California.
Dixie D’Amelio on stage during the 2021 Billboard Music Awards in Los Angeles, California. Credit: Christopher Polk/NBC/Getty Images
Fashion’s recent embrace of TikTok is notable, but it is not universal. And the hesitancy makes sense. The pairing is fundamentally odd: the luxury goods business has long been built around and fortified by high gloss finishes and big-budget exactitude, especially when it comes to image-making, and inaccessibility. TikTok is low-brow and mainstream, making it — for starters — more effective at reaching younger prospective clients.
At Celine, the brand’s creative director Hedi Slimane booked TikTok creator Noen Eubanks for a campaign in late 2019, a move that garnered multiple headlines among consumer fashion titles. Another star named Wisdom Kaye, who is known for his style-centric posts, is a signed IMG model, and has also partnered with Amazon Fashion. Tiktok stars were also beginning to pop up on the front rows of fashion week, until Covid-19 canceled most in-person events.
While there are many examples of fruitful partnerships in this space, there are also kinks to work out.
Bryan Grey Yambao (known as BryanBoy online) has been an influencer since the early fashion blogger days of the mid- to late aughts. With over 1 million TikTok followers and longstanding relationships in the industry, he is someone with whom many luxury brands have engaged on content creation.

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