Serving ‘The Devil Wears Prada’ energy: SM Supermalls, TikTok Live empower next fashion icons
SM Supermalls and TikTok Live have partnered to create an interactive shopping experience that blends digital trends with in-store retail. The campaign features influencers who allow live-stream viewers to make real-time decisions on fashion choices.
Why it matters
This collaboration illustrates the evolving 'phygital' retail landscape, where social media platforms are increasingly integrated into physical shopping environments to drive engagement.
MANILA, Philippines - High fashion has never been just about labels. It's about confidence, creativity and making a look your own. At SM Supermalls, in partnership with TikTok Live, fashion becomes more accessible and participatory, giving everyday mallgoers a chance to be part of the moment, not just watch it.
Inspired by the enduring influence of The Devil Wears Prada , the collaboration brings online style inspiration into the mall experience.
Fashion inspiration may begin with a scroll, but consumers still crave the experience of discovering pieces in-store and trying on looks for themselves. SM Supermalls and TikTok Live are bringing those worlds together.
More than a campaign, it reflects how people discover trends online, then make them their own in real life.
In one of the first collaborations between SM Supermalls and TikTok Live, a new kind of malling emerges - where livestreaming and shopping happen simultaneously.
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