Kering SA is hoping to capitalize on the popularity of the "Demure Fall" TikTok trend to reinvigorate its flagship brand, Gucci.
This aesthetic, which combines understated luxury with unique elements, closely aligns with the creative vision of Gucci's director, Sabato de Sarno.
In the face of challenges in the luxury market, the success of this trend could be crucial for Kering's financial performance.
Gucci's ability to connect with younger consumers on platforms like TikTok may have a significant impact on sales and its position in the market.