Ellesse partners with TikTok to host livestream event


Ellesse is partnering with social media platform TikTok in order to celebrate the launch of its Autumn/Winter collection.

The Italian sportswear brand is hosting a shoppable livestream concert on the short-form platform, which will include a performance from musician Zara Larsson.

Users who “attend” the concert on TikTok will be able to click on items of clothing that appear on screen based on what the Swedish singer is wearing.

The viewer is then able to tap on the product to find out more information, view it at closer detail and then purchase it in-app.

Prominent TikTok creators will also get involved by wearing ellesse clothing whilst promoting the live concert. The Challenge, which launched earlier this month, has already achieved 785 million views in its first four days.

READ MORE: Hands On with TikTok’s new shopping feature

“We couldn’t think of a more natural digital destination than partnering with the world’s most popular entertainment platform to launch our latest collection, which pays homage to our spiritual home in Perugia,” Ellesse brand director Simon Breckon said.

“We’re a brand that keeps pushing, tapping into culture, leveraging our music heritage whilst engaging our audience in a bold disruptive way.”

The partnership with Ellesse is not the first clothing brand TikTok has launched a collaboration with, after partnering with fashion label Hype earlier this year to expand its ecommerce capabilities.

The sales feature allows businesses to open up a “storefront”, allowing users to browse and purchase items without leaving the app.

Currently, the feature is only available on a select few brands’ pages as it is still in its trial phase. However it is expected be rolled out to any business that wants to access it in the near future.

On the 18th of August, British streetwear brand Just Hype announced that it had become one of the first retailers to trial this new technology after being approached by the social media giant to pilot the trial, alongside makeup brand Kylie Cosmetics.

Hype, which is popular with the TikTok generation and markets itself as a “global lifestyle brand”, has over 429,000 followers on the social media platform.

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