kaiia and medicube come together for TikTok Shop LIVE Community Catwalk shoppable event in London
Manchester born womenswear brand, kaiia, and Korean skincare specialist, medicube, brought their TikTok audiences together in London yesterday for a TikTok Shop LIVE Community Catwalk. Viewers at home were able to watch the show and shop featured looks in real-time. The show saw kaiia open its AW26 casting to the public for the first time, marking the finale of TikTok Fashion Super Brand Week.
Held at YOU Studios, the catwalk pulled in 300 guests, including global influencers, TikTok creators, fashion and beauty media, stylists, industry experts and celebrities. The event brought fashion and beauty together through immersive brand activations, a live performance from Manchester-based viral TikTok dance group Trend Kids and kaiia’s AW26 collection, showcased alongside medicube’s viral skincare.
medicube joined as a founding beauty partner, with BaByliss as official hair partner. BaByliss assembled a team including celebrity and session hairstylists Syd Hayes, Michelle Sultan and Ky Wilson. medicube led skincare preparation for every model taking part in the show.
The runway showcased kaiia’s new ‘Sports Club: Campus’ collection, featuring sporty layers, rugby inspired pieces and relaxed everyday essentials. The show also featured new knitwear, outerwear, kaiia’s unseen ‘New Class’ collection, pieces from its Asos Collection Luxe Edit, and kaiia’s latest kidswear range for ages three and up, alongside exclusive pieces yet to be released.
kaiia Global Head of Brand, Emily Frazer, says: “Five years ago, kaiia was predominantly known for its tracksuits, but we’ve evolved into an affordable, trend led fashion brand shaped by social culture and, most importantly, a community that wants to be involved in the brand. We’ve never wanted to simply market to our customer. We want her to have a role in kaiia, whether that’s through TikTok, our student ambassador network, creators, events or real-life experiences.”
“The Community Catwalk brings all of that together. We’re putting our customers at the heart of our AW26 runway, bringing fashion and beauty together with medicube in a way that reflects how our audience discovers and engages with brands today. It feels like the perfect next chapter for kaiia, building a new model for affordable Gen Z fashion powered by TikTok, creators and a community that wants to be part of it.”
medicube Global TikTokShop Lead Lexy Shim, says: “We’re incredibly proud to partner with kaiia for this special Community Catwalk. The UK is a key market for medicube, where we’ve built a rapidly growing community through TikTok Shop around our innovative, science backed approach to skincare. Bringing together two leading brands across beauty and fashion on TikTok Shop makes this partnership especially exciting, creating a unique opportunity to bring our communities together and connect beauty and fashion in a new way.”
“We’re also delighted to offer an exclusive first look at two of our newest innovations, the PDRN Eye Patch and PDRN Neck Gua Sha Cream, ahead of their official launch. The Community Catwalk is the perfect moment to introduce what’s next for medicube and share our latest innovations with our growing UK community.”
2026 RTIH Innovation Awards
Social commerce will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
