As autumn settles in, TikTok’s fashion and culture feeds are reflecting the shift in season, shopping habits and pop culture obsessions, according to Vogue Business’s latest TikTok Trend Tracker. September’s biggest hashtags reveal a platform balancing cozy nostalgia with fast-moving commerce and celebrity buzz.
Hoodies, Boots and Back-to-School Energy
Predictable seasonal trends are back in force, with #Hoodie unboxing and closet-haul videos spotlighting retailers like Urban Outfitters alongside streetwear names Supreme, Stüssy and Denim Tears. Leather #Boots from Dries Van Noten, Our Legacy and Isabel Marant are also trending as creators embrace day-to-night dressing for colder weather. Meanwhile, #September content leans into transitional dressing guides, blazer-and-jeans combinations, and the tail end of shorts weather, timed to fashion month, Vogue World and back-to-school season.
Shopping Deals and Sports Season Take Over
The hashtag #TikTokShopStockUp is driving major momentum, offering discounts on cosmetics from brands including Elf, Laura Mercier and Medicube, alongside tech and everyday essentials. Sports content is also surging: with the NFL season underway and college football in full swing, #GameDay videos are showing fans sharing pregame rituals and stadium outfits, prompting brands to explore merch drops and celebrity game-day dressing.
Elsewhere, the loosely defined #SohoChic aesthetic is gaining traction, mixing architecturally inspired neutrals with bold colors like plum and moss. And GRWM pioneer Alix Earle continues to dominate conversation thanks to her new Netflix series, Earle Meets World, with her Demna-designed Gucci premiere dress already circulating in reaction videos — reinforcing her status as one of TikTok’s most influential style figures heading into the new season.