If you're new here, we cover everything social—whether it's being social IRL or crushing it on social media. We highlight creators who are killing it and break down how brands should actually be thinking about their social strategy

Our Next Event:

Next Thursday, September 19th from 7:00 - 10:00 PM!

I’m teaming up with the incredible Evita Scoccia, Founder of New York Swim Week, for a fashion-forward event! It’s the perfect chance to network and gain insights into how brands and creators are shaping the future of fashion on social media.

This event is an opportunity to connect with industry leaders, creators, and marketers and hopefully build relationships that could lead to future collaborations and partnerships! I’ve already heard from creators who have secured or are negotiating deals from my events so far!

If you were one of the 500 people who opened my last email, this might sound familiar. If you've been to a Social4TheWin event, you’ve likely met amazing people and walked away with valuable insights—come join us again! And if you haven’t attended yet, now’s the perfect time to dive in.

We’re also looking for two volunteers to help check-in guests at the door. Please let me know if you’re interested! You’ll get a shout-out during the event and a personal introduction to someone you’d love to meet. Let’s make this event unforgettable!

We have two incredible speakers so far!

Evita Scoccia - Multi-hyphenate Founder of NY Swim Week, Event Planner for Lifetime Fitness, Designer, and Influencer.

Natalie Cardenas - Manager of Visual Production Windows and Special Events for Fendi will share with us how Fendi is incorporating creators and social media to elevate their special events!

I’m also looking for one or two more speakers, so if you know any cool marketers in the fashion space or large-scale fashion creators I’d be happy to take opinions and/or would greatly appreciate an introduction!

The Break Down:

TikTok Is Really Not In Fashion

It’s funny how some high-end fashion brands approach TikTok. They’re like the kids at the 'cool table' in high school—effortlessly stylish, but too aloof to engage with the rest of the crowd. I’m glad I wasn’t one of those kids, especially since, you know, I have a personality.

These brands seem either unsure of how to approach TikTok or just not trying. Their name recognition gets them by, but it’s not thanks to any strategic social activations. They’re still focused on polished, high-production content, without adapting to what actually works on TikTok—authenticity, interaction, and content that feels native to the platform.

The real challenge for these luxury brands is how to create content that stays true to their image but actually resonates. It’s not about sacrificing style; it’s about thinking beyond the runway. Maybe it’s showing behind-the-scenes moments or creating interactive content that feels more engaging while still maintaining its cool factor.

H&M and Zara have embraced TikTok trends, but ultra-high-end brands, like the ones I Googled for this photo, are still clinging to traditional luxury content. Sure, they’ve got big followings, but that’s mostly because of their brand name, not the content itself. It’s not social-first, and it doesn’t fully connect with TikTok’s audience.

These brands won’t be doing green screen videos or jumping into trends anytime soon—it doesn’t fit their image. But they can still improve by creating high-production activations that lean into TikTok’s more engaging style. Finding that balance, where luxury feels both exclusive and personal, is key to standing out on social as a luxury fashion brand.

Check out these brands’ TikTok accounts (yes, Hermès doesn’t even have one, point proven). Watch 5 videos from each and pretend they’re not from luxury brands—would you still be interested? If not, how would you make their content more social-first?

• Gucci

• Valentino

• Burberry

• Prada

• Louis Vuitton

• Dior

• Versace

• Hermès (just here to prove my point!)

Thoughts on NYFW:

Creators Enhance NYFW

New York Fashion Week has evolved dramatically over the years. What began as a closed-door event for publicists, journalists, and celebrities, the “elite,” has expanded wherein creators are becoming a major force. Originally, the fashion elite dominated the front rows, and traditional media controlled the narrative. But with the rise of social media, creators are solidifying their place at the table, and their presence is more apparent than ever.

The real power of creators lies in their communities. Unlike traditional coverage, creators bring engaged audiences who are genuinely interested in their content. Their followers are not passive observers—they’re deeply invested, eager to see exclusive backstage moments, fashion breakdowns, and real-time reactions. Creators offer something unique: they turn fashion week from a distant spectacle into a personal, relatable experience for millions of people around the world.

Their content reaches an audience traditional media often misses—an audience that is actively participating, commenting, and sharing. While NYFW is still not as exclusive as events like the Met Gala, where creators mostly report from the sidelines, it’s clear that creators are playing a larger role in shaping how Fashion Week is experienced.

Creators are not just documenting the event—they’re driving the conversation and influencing how fashion is perceived by younger, digitally-savvy audiences. The fashion industry is beginning to recognize that creators offer more than just reach. As the barriers continue to break down, one thing is certain: creators are here to stay at NYFW, and their role will only grow in the coming years.

Next Fashion Week Social4TheWin will be coming in strong. I can already feel it!

Until Next Time:

If you made it this far, thank you! I hope this gave you a fresh perspective and maybe sparked some new ideas. I’ll leave you with one of my favorite quotes from Steve Jobs.

This exact image is my laptop wallpaper for a reason—it reminds me daily that no one else can connect the dots quite like I do. And the same goes for you. Whether you're navigating social media strategy or thinking up your next big idea, remember that your unique approach is what sets you apart.

I was always looking for a charismatic, ambitious, and intelligent person in the workspace to be my guide and mentor, but I never found it. So I realized that I needed to be that for myself.

Let’s keep pushing boundaries, pulling ideas from different worlds, and making things happen. Hope to see you at the next event!

Best,

Jacob