As brands vie to define the color of the summer, Douyin has teamed up with Vogue China to present the trend of the season: French violet. Coinciding with the upcoming 2024 Paris Olympics, this trend incorporates French elements like purple-violet-lavender hues and “effortless chic” styling, aiming to evoke the relaxed French lifestyle. Vogue suggests sub-styles such as “quiet luxury,” “modern romance,” and vintage looks. Influencers on Douyin, including Fang Yuan and Baizhou Xiaoxiong, showcased French-style outfits in lilac hues against iconic landmarks, gaining significant traction with over 7.66 million views on related topics. Douyin’s growing influence as an e-commerce platform was highlighted during the 618 shopping festival, with over 500 brands seeing sales grow more than 100% YoY.