Reduced red carpets and relentless TikTok trends

Despite summer’s persistent wet weather, we all know that August is notoriously dry, content-wise. And this year – when it comes to red carpet coverage – the drought is  thanks to much of Hollywood being on strike.

Luckily, for those of us reporting on the fashion and beauty side of premieres and events, there are still some photo ops thanks to loophole-iness. But with less inspiration than usual, most of the month’s ‘best dressed’ moments have so far come via Copenhagen Fashion Week street style, celebs at galas, and Lily Allen departing the Duke of York’s Theatre (the stylish gift that, surprisingly, keeps on giving).

But what the red carpet is lacking, TikTok is relentlessly bringing, providing talking points aplenty. Ones piquing my interest include ‘Tomato Girl Summer’ and its spin-off ‘Strawberry Girl Makeup’; ‘Soft Life Era’ (the low-key, sustainable wellness concept); and ‘Lazy Girl Workouts’/Makeup’/Hairstyles’ – perfect for the time poor. I might not write about them in the literal ways they’re projected on the platform, but I know readers want the essence of such trends translated. (Don’t you think big TikTok trends trickle down to the mainstream much like fashion week trends do, or at least did back in the day?)

I’m not suggesting you spend all your efforts aligning with virality when pitching us ideas, though. With a void in originality, now is the time to get creative – leaning into other cultural references, tech innovations, or uncharted data. That said, please don’t feel pressured to produce buzzy e-bulletins if they don’t feel meaningful to you. Personally, I’d much rather receive fewer emails from PRs with richer substance than anything

clickbait-y. The red carpets may be quieter, but our inboxes feel as busy as ever.