Linking the styles people want now to the latest social craze du jour, TikTok, boohoo.com’s new campaign is the first of its kind. The “Move Me” campaign, which is synonymous with TikTok dance styles and in app transitions, centres around the global e-tailer’s Pre-Fall and autumn/winter collections.
TikTok is all about self-expression, feeling groovy, joining a movement and essentially doing your thing, all things the fashion e-commerce site founded in Manchester in 2006 believe in. And in the latest campaign, Boohoo wants to show customers that they can be the CEO of new wardrobe favourites.
Show me your moves! Head to @boohoo and learn the ##itsfromboohoo dance! ADitsfromboohoo - boohoo
For the campaign, which features pieces like corseted waists, statement shoulders, new season tailoring and reworked utility pieces, boohoo teamed with multi award-winning choreographer Christina Rehana. The world hip-hop championship winner is best known for her work with global stars such as hit UK Grime artists Stormzy and Giggs, as well as brands including Island Records.
In line with the campaign, Boohoo has commissioned it first TikTok song, “It’s from Boohoo baby.” What’s more, high tier American TikTok star and dancer Kelianne Stankus has choreographed a dance encouraging fellow TikTok stars to join in on the #itsfromboohoo challenge. As well as performing with the Acrobats on a hoverboard for Justin Bieber's "Sorry," the gymnast, dancer and new Hype House member directed the routine.
Celebrities and TikTokers across the UK and America, including Alex and Olivia Bowen, Zara McDermott and Sophie Piper, have taken up the #itsfromboohoo challenge in their own amusing and engaging ways.