Abstract
This study explores how Generation Z in Johannesburg, South Africa engage with TikTok fashion content. The focus of the study is on the motivations behind Generation Z’s engagement with TikTok fashion content, perceptions and the interactions that shape their experiences on the platform. It is guided by the Uses and Gratifications Theory and the Active Audience Theory. The research adopts an interpretive paradigm and a qualitative case study design to capture the depth of participants’ lived experiences. Data will be collected using semi-structured interviews with purposively and conveniently sampled 11 TikTok users aged 18-24; which allowed for a rich, first-hand account of how they consume, interpret, and create fashion-related content. The Findings indicate that TikTok operates as a platform for identity construction where Generation Z’s engagement with fashion content is shaped by their motivations, while authenticity and relatability fosters trust. Participants articulated a strong preference for content that balances global trends with local cultural relevance; they also highlighted the role of TikTok’s algorithm and interactive features in fostering sustained engagement. The study concludes that TikTok is not just a platform for trend consumption, but a participatory cultural space where young users negotiate identity, community and authenticity. Recommendations for future research include expanding participant diversity, integrating quantitative approaches, and conducting longitudinal studies to track evolving engagement patterns.