In the 2024 edition of its annual report on second-hand fashion, The RealReal highlights the growing prescription power of social networks cherished by Generation Z, such as TikTok. In today’s economically insecure times, investment in high-end items that guarantee a longer-lasting, more personalized purchase is favored.
The Trickle up theory – where fashion comes from the streets to the upper echelons – is now being seriously considered by Tiktok in particular to promote second-hand luxury.
According to the 7th edition of its annual report on second-hand fashion, published on August 21 by American second-hand luxury specialist TheRealReal, formal style enthusiasts are redefining the appeal of pre-owned luxury this year, with a redoubled focus on durability and authenticity. Category-wise, iconic handbags and fine jewelry.
Searches for men’s bags have increased dramatically, while those for vintage pieces, once reserved for a restricted audience, have become commonplace.
The tiktokization of luxury
Since the beginning of 2024, the luxury fashion landscape has undergone a significant upheaval. Away from the traditional catwalks, social networks such as the micro-video platform favored by the 18-24 cohort, TikTok, as well as the reprogramming of TV shows from yesteryear, have propelled timeless luxury classics to center stage.
The cultural dimension of fashion and luxury highlighted by new series such as Kaiser Karl (Disney+) may explain this dynamic.
The most sought-after brands are still the big names, dominated by Louis Vuitton, Chanel and Prada. Gucci, Loewe, Miu Miu, Celine, Bottega Veneta and Dior follow. More confidential, The Row, the New York brand of the Olsen sisters and emblematic of the Quiet Luxury movement , closes the top 10.
Luxury handbags, notably from Chanel and Gucci, as well as high-end jewelry, dominated the market, reflecting a marked trend towards sustainable investments. On The RealReal platform, searches for men’s bags exploded by 900%, and vintage items became must-haves, with brands such as Issey Miyake and Vivienne Westwood now popular with Generation Z.
This shift towards products that combine quality and longevity shows a clear preference for timeless classics that stand the test of time, particularly in times of economic uncertainty.
Streetwear on the decline
Parallel to the rise of vintage, there has been a notable transition from streetwear to a more sophisticated style, with a 25% rise in sales of suits and a 25-35% drop in sales of iconic streetwear brands such as Supreme (sales down -25%), Off-White and Nike Jordans. This phenomenon is said to be the result of Virgil Abloh’s disappearance from Louis Vuitton Homme and Kanye West’s disgrace with the general public. Add to this the lower profile given to this urban style on the catwalks of the major brands.
This change illustrates a new direction in fashion, where elegance takes precedence over street culture.
The increasing accessibility of handbags in the mid-price range also attracted attention, with buyers favoring models such as The Row’s Margaux, whose resale value climbed 44%.
As for the 2025 collections, fashion is moving towards a “New Americana” aesthetic under the combined effect of Beyoncé with her Cowboy Carter album or Taylor Swift‘s The Eras Tour, combining “boho” (bohemian-inspired) and utilitarian elements such as midi dresses, santiags, boots and fringed jackets, which could well dominate the cultural scene, confirming the emergence of a market focused on sustainability and individuality.
Read also > Loewe, once again the most popular brand of the moment according to Lyst
Featured Photo: © Disney+
