TikTok catapulted Noah Baker into digital stardom. Today, he eyes high-end fashion
Baker chuckled as he sat in the inner courtyard of the Park Hyatt Hotel during the latest Men's Fashion Week in Paris. "I hammered in nails to hang the lamp and to hang it," he said. "I didn't have a spotlight."
Reflecting upon the start and duration of the COVID-19 pandemic – a significant surge in downtime, which created a loyal audience of TikTok "creators" (as TikTok users are called) – Baker is now one of the most well-known figures on the internet thanks to TikTok's famed character platform.
Baker's rise was fueled by popular content trends, which proliferated across the digital world of TikTok. Videos of brief dances, lip-syncing, and largely unfiltered life moments from the creator made TikTok charming. Unlike Insta-influencers, the world presented by TikTok creators doesn't need to be polished and perfect. In fact, it's better that it isn't.
Yet, it's hard to say exactly why Baker is so popular, but he's the first to admit it.
"I grew up so quickly," he said. "I don't know why. There's no secret to it. I'm consistent and post whatever I like, whether it's trends or just things that make me happy."
He suggested a motivator, too: "Posting a video brings attention, receiving notifications on your phone generates serotonin. That's what our generation is driven by. So ridiculous, even."
TikTok-izing fashion
In addition to regular and frequent posts that would cater to the algorithm of the platform, Baker's good looks (though not too good, as it wouldn't be conventional or model-like) and his self-confidence may also have played a role. (During our interview, two excited fans timidly approached him to take a selfie or film a TikTok – he agreed to the former.)
Baker seems happy standing before his million-plus fans (often without a shirt) and presents a picture that's simultaneously relatable and ambitious – dance videos are filmed in front of kitchen or closet mirrors, often with his girlfriend, alongside Dixie D'Amelio, who is reported to have twice as many TikTok followers.
In July 2020, he also moved to Sway House, a TikTok creator hub and residence in Los Angeles, where his following grew even more as both the Sway House profile was popular. For Baker, the past year was the ultimate refinement of Generation Z's socioculture and identity – and some players in the fashion industry seem to have noticed.
Remarkable acceptance of TikTok in the fashion world went beyond mere observance, but not universally. This makes sense. The matchup is fundamentally strange: The luxury industry has long been built on glossy surfaces and precision on a big budget, particularly in the realm of image-making and exclusivity. TikTok is kitschy and mainstream, which, in turn, makes it more appealing to younger potential customers.
Celine's creative director Hedi Slimane invited TikTok founder Noen Eubanks to an event at the end of 2019, making headlines in consumer fashion magazines. Another influencer named Wisdom Kaye, known for her fashion-focused contributions, is a signed model for IMG and has worked with Amazon Fashion, too. TikTok stars even walked the runway during several fashion weeks, before COVID-19 canceled most public events.
Though there are many examples of productive partnerships, challenges remain.
Bryan Gray Yambao (better known as BryanBoy online) has been an influencer since his early days as a fashion blogger in the mid-to-late 2000s. He has over 1 million followers on TikTok and has established long-term relationships within the industry, with many luxury brands collabing on content creation with him.
"I like it when brands give creators control, and I genuinely appreciate that," Yambao said in a brief interview at his Paris hotel. "When I work with Gucci, Dior, Prada, or Valentino, they give me complete freedom to choose whatever content suits my audience and my account." But, he added, others balk at giving up control. "If they're hands-on, if they're specific, if they hold you to too many guidelines, it won't work."
He went on: "If you look at the most successful people on TikTok, you'll see they're never perfect. They'll never project a perfect presence. Some brands are nervous when they relinquish control. A little hesitant."
For Baker, attention and dynamism seem to be increasing. In January, he reviewed the Louis Vuitton men's fashion show for Vogue. In March, he was featured on the cover of independent men's magazine VMAN for a shooting. He wore smoky eyeliner and tights under jeans and heels. The creative director of the shoot is model director Nicola Formichetti, perhaps best known for his collaboration with Lady Gaga.
"It's exciting to work with people who are confident and willing to explore different styles and challenge norms," Formichetti said. "Noah has something about him. He's a new breed of Mark Wahlberg."
Remained grounded
The VMAN cover sparked controversy. Some Internet users called it "queerbaiting" or an opportunistic marketing tactic that implied LGBTQ+ identities as a sales pitch.
The backlash, combined with negative comments (Baker received criticism on social media at the end of last year for traveling to the Bahamas during the pandemic) must have been painful, but Baker said he learned to cope and move forward.
"I don't take negative comments personally," he said. "I know they don't know me personally." If someone leaves a hateful comment under his post, "I'd be happy to spend five minutes talking to them. If they're up for it." But I still [feel the same way]. I did what I could.
"But I would lie if I said I didn't read some comments. I would lie if I said there were times when I didn't care."
During his time in Paris, Baker was happy—it was his first time in the city and, in fact, his first time in Europe. He was invited by AMI, the brand founded by Alexandre Mattiussi, to participate in a series of videos promoting the brand's newest collection. He also filmed with social-media influencer Larray as they toured the French capital, with his videos generating over 11 million views.
The first of three YouTube videos from his AMI-sponsored trip to Paris is now available on his channel. The first part, a rough eight-minute vlog about his journey, garnered over 350,000 views – "I feel like Ratatouille," he says, with wide eyes, as he drives through the city.
Baker said he sees a part of his future in fashion and has expressed interest in design, but for now, he's focused on enjoying the journey and always keeping that connection between silence and noise at the forefront to succeed.
"[When my phone rings] I do the same thing as everyone else," Baker said. "At the end of the day, I shower, do some skincare, and maybe watch some Netflix." "It's still a normal life." "
