Stories

Wed, 25 Feb 2026

Wed, 25 Feb 2026 Is TikTok the new frontier for fashion reinvention?

How a young designer got brought on to help redesign a legacy sports brand following a TikTok post.
23-year-old Alexei Hamblin, a TikTok creator and designer, has successfully pitched his vision for revamping sports brand Slazenger to its owner, Frasers Group. Instead of receiving a cease and desist letter after criticizing some of the brand's designs as "boring" and "tacky", Hamblin was offered a consulting role. Hamblin's plan is to create a new sub-line that blends premium sportswear-inspired fashion with affordable prices, making it accessible to a wider audience. He believes this approach will help modernize the brand's image while maintaining its working-class heritage. The creator says his age and social media presence helped him get noticed by Frasers Group. "I am Gen Z. I know how we consume. I know what we like, what we don't like," he explains. Fashion journalist Renee Washington notes that content creators are having a significant impact on the industry, making it more accessible and democratic. However, she cautions that these platforms cannot replace traditional authority and credibility. Washington also highlights the issue of fast fashion and its environmental consequences, which some social media influencers may inadvertently contribute to by fueling demand for trendy items. Throughout the process, Hamblin has documented his design development on TikTok, engaging with followers and critiques. He believes social media can be valuable in finding the right audience if done correctly. Hamblin's experience showcases the potential of content creators to shape industry trends and influence consumer behavior.