Like many Tiktokers, Gabbie Mariano started his account during the pandemic. Now, he has thousands of followers asking for his style advice and enjoying his “storytimes.”
Unless you’ve been actively dodging forms of media content, you probably already know what Tiktok is. Especially since it boomed while we were all stuck at home, you might have even succumbed to making a quick video of your own—even when you thought you’d never.
For luxury fashion Tiktok creator Gabbie Mariano, that’s exactly how his first video came to fruition last June. “Tiktok [gained popularity in the pandemic], but then everyone was just dancing, and that’s not really my personality to do that,” he shares. However, the app, which has users that conjures up new trends every day, presented Mariano with a niche he resonated with.
The trend had users transition to different outfits to the beat of Busta Rhymes’ song Touch It. With no expectation of pursuing his account and little knowledge of using the app, the Ateneo de Manila University graduate posted the video, and it amassed almost 150,000 views.
Organic reach
“[Tiktok’s] organic reach is crazy. You don’t need a big amount of followers for it to reach so many people. So from then on, I’ve just been continuing it,” he shares.
Currently, Mariano’s page has close to 43,000 followers who anticipate his luxury fashion content, from story segments on how he hunted for a hard-to-get Hermes Kelly for his grandmother in Paris to how to utilize your hotel’s concierge service to find a Birkin in Osaka.
@gabbiemariano Reply to @readymyname Sorry this was so long—I talk TOO much and love #Hermes so I end up rambling! 😭🍊 #shopping #paris ♬ original sound – Gabbie
With the casual content of sharing fashion knowledge, styling tips, and shopping hacks, Mariano’s built a community of people who enjoy the topic and those who may have been intimated to learn about the luxury fashion industry. “I have this love for fashion, and luxury like I have a great time having back and forth conversations with these people,” he shares. “So that’s what I love the most about [running my account], it’s that the reach. You reach a certain audience that you can engage with.”
Creating content
Mariano shares his knowledge not only from a genuine interest in fashion from a young age—but also from experience working at luxury conglomerate Moet Hennesy and taking short courses in London’s Central St. Martins on luxury fashion marketing and creative direction.
Unfortunately, the pandemic paused his plans on becoming a full-time master’s student but considers himself a “creative entrepreneur” through a small baking business, taking clients for freelance graphic design work, and of course, maintaining his Tiktok. Mariano aims to post daily and usually lists down ideas before editing them down to what’s worth executing.
@gabbiemariano Reply to @ssiixellaa my @hydroflask bottles have nowhere to go these days either 🤷🏻♂️🥲 #fashiontiktok #outfits #style ♬ beidou and uzuis wives supremacy – ellie (taylor’s version)
Back in fashion
Now that physical events are slowly coming back, travel borders are opening up, and holiday festivities are commencing, the content creator shares his tips on getting back in the groove of formulating outfits away from loungewear.
“I think the best place to start is in your closet. when you open up your closet after you’ve been stuck in quarantine, it’s so crazy,” he says based on experience. “So it doesn’t mean that you have to have the biggest wardrobe out there. You’ll be surprised. If you open up your closet and take the time to go through it, you might find some stuff and think, ‘hey, I love this shirt that I haven’t worn.'”
@gabbiemariano Hi @croissantsmom it’s your request finally 🙈 #fashion #travel #ootd #fyp ♬ original sound – Jayrad
In addition, he says you can choose one piece you prefer to wear and work the whole outfit to highlight the garment or accessory—it’s the same method he usually practices. “It always starts with one piece that I want to wear and I work around the piece. Everything in the outfit will be inspired by that one piece that I want to be the center of the outfit,” he shares.
Mariano says that never in his “wildest dreams” did he think of making a Tiktok account, but now, through his posts, he engages and helps followers from what to get the men in their lives as gifts to even how to style an outfit when you have to wear a face shield.
