89
0Is TikTok the new frontier for fashion reinvention?
Are CVs out and TikTok pitches in?
Designer and content creator Alexei Hamblin has put it to the test. The 23-year-old began a video series on the platform in 2025, where he suggested how he would revamp "dead" sports brands.
It generated hundreds of thousands of views and also got the attention of the retailer's owner, Frasers Group, which invited Hamblin to come and meet with their team.
He expected to receive a cease and desist letter from the retail giant after describing some of the clothes as "boring" and "tacky PE kit". Instead, he was brought on as a consultant after he pitched his vision of how they could reinvent legacy sports brand Slazenger.
Hamblin, who hasn't been to fashion school, says he became interested in how fashion helps people find their "identity". He taught himself to use digital tools, such as Photoshop, to design clothes he would want to wear and shared the ideas on TikTok.
He went on to freelance for clothing companies and start-ups before launching his own brand in 2021.
Fashion journalist Renee Washington says fashion content creators are having a "big impact" on the industry and feels they are making it "more accessible". "You don't need to be sitting front row at Fashion Week anymore to shape taste, you can influence right from your bedroom and that shift has been very powerful", she says.
生词好句
revamp 英 [riːˈvæmp] 美 [riːˈvæmp] 改进
To revamp some means to improve it by changing its design, style or system. It suggests making it look newer or making it look more modern.
They revamped the website to make it easier to use.他们对网站进行了改版，让它更容易使用。
The cafe decided to revamp its menu with healthier options.这家咖啡馆决定更新菜单，增加一些更健康的选择。
cease and desist 立刻停止
It means to stop doing something immediately and not continue.
The publishing company told the website to cease and desist from using its content.
这家出版公司要求该网站停止并不得再使用其内容。
He received an official letter ordering him to cease and desist from using the brand name.他收到了一封正式信函，命令他停止并不得再使用该品牌名称。
tacky 英 [ˈtæki] 美 [ˈtæki] 俗气的
If something is tacky, it looks cheap, badly-made, not really tasteful, it can also describe behavior that feels embarrassing.
The bright pink plastic chair looked quite tacky. 那把亮粉色的塑料椅子看起来相当俗气。
In the souvenir shop they sell really tacky gold plastic models of the Eiffel Tower. 在纪念品商店里，他们卖那种非常俗气的金色塑料埃菲尔铁塔模型。
