TikTok’s uncertain future is being watched closely by the fashion industry, where many brands have come to rely on the app to connect with consumers, particularly younger ones. TikTok’s rise has been swift; launched in 2016, it now has 150 million active monthly users in the US. Last year, brands spent $13 billion on TikTok advertising. For thousands of Americans, creating content on TikTok is now their primary form of income and TikTok itself has 7,000 US-based employees.