On TikTok, these moms share their videos to show off their “look of the day.”

These are videos that are formatted to grab attention. Where to find inspiration for dressing up, it depends. “Look of the day” formats are a hit on social media, and TikTok in particular, with over 716 million views. And the concept responds to very specific codes, such as taking a photo in front of a smartphone, pressing the “video” button, taking a step back, and briefly explaining the outfit you’re wearing. Borrowed from Gen Z on the net, this practice is gaining momentum among connected moms. They film their looks alone or with their children and post them on social media with the hashtag #outfitoftheday (outfit of the day, French), which has more than 9.9 billion views.

Influencer moms

On TikTok, Nino Rambo was one of the first to capture her mother’s stylist Natalie Oliver’s outfits every day. Sometimes they appear together. A Kelly bag from Hermès, a Celine t-shirt, The Kooples trench coat, a Vanessa Bruno turtleneck… Her style plays on chic, classic and preppy, mixed with a certain absurdity. A structured trench is associated with jogging pants, a loose white shirt, worn with straight jeans and moccasins… Here, the “mom” takes on the image of the Parisian, which attracts the international scene and its subscribers (the number on Instagram is 19,000). In another register we find 51-year-old Sonia and her 14-year-old daughter Scarlett. Moving onto the platform thanks to their “Outfit of the Day. mother and daughter” (outfit of the day: mother and daughter, French), which they pronounce with a French accent, mother and daughter offer complicit and unusual content. The videos are shot outdoors and are meant to present an often coordinated look… Complicity that amuses their 200,000 followers.

Outside of the mother/daughter format, we find Sophie, a 42-year-old character consultant, mother of three, with a following of 199,000 curious people. His loyalty. to offer her community a daily vision of her and her children’s different appearances. Always in the same spirit that defends the brands and highlighting the association of the pieces. An H&M outfit for the youngest daughter, a Ganni bag for the eldest, a Zara skirt for the mother… Every week we reveal a family whose days are visibly highlighted by the chic and “easy to wear” style that netizens love. “They don’t seem real because they look so happy”, “Elegance and simplicity” or even “Mom is so beautiful” are all praises that can be read under each video.

Showcase of brands

A phenomenon that allows mothers like Sophie to sign commercial partnerships. Here brands can see a market with great potential. if young people are very active on TikTok, the purchasing power will be greater for those over 40. And this age group is appearing more and more on the Chinese social network. A recent Statista study shows that 26% of people born between 1965 and 1979 use the platform regularly. While 33% of purchases made on social media sites or apps in the last 12 months are attributed to Generation, it’s definitely more a question of age, rather than the opposite.