Credit: Shutterstock

Is TikTok becoming fashion’s boldest audition stage? If designer and content creator Alexei Hamblin is anything to go by, the answer might just be yes.

At 23, Hamblin didn’t send out glossy CVs or wait outside studio doors with a portfolio tucked under his arm. Instead, he opened TikTok and started a series imagining how he would breathe new life into “dead” sports brands he’d spotted in the aisles of Sports Direct.

His videos were blunt, funny and fearless. Some pieces, he joked, looked like “tacky PE kit.” He half-expected a stern cease-and-desist letter to land in his inbox.

Instead, something far more surprising happened.

The owner of Sports Direct, Frasers Group, noticed. Rather than shutting him down, they invited him in. After pitching his vision, Hamblin was brought on as a consultant to help reinvent one of Britain’s oldest sports brands, Slazenger.

Not bad for a TikTok series.

Reinventing a Heritage Giant

Founded in 1881 by Ralph and Albert Slazenger, the brand once dominated tennis and golf, even becoming the official ball supplier for Wimbledon in 1902. But for many Gen Z shoppers, the name carries little meaning today.

That disconnect is exactly what drew Hamblin in. He saw heritage, but not relevance.

His goal? To create a premium sportswear-inspired fashion line that respects Slazenger’s legacy while making it feel culturally alive again. Importantly, he insists this won’t erase the brand’s affordability.

“I wouldn’t want to take away the everyman, working-class accessibility,” he’s explained. The premium range will sit alongside the core offering — aimed at those who want to invest a bit more in quality, without alienating loyal customers.

It’s not about replacing the old Slazenger. It’s about expanding what it can mean in 2026 and beyond.

No Fashion School No Problem

Hamblin’s journey also challenges the traditional fashion playbook. He didn’t attend fashion school. Instead, he taught himself to design using tools like Photoshop, creating the clothes he wished existed in his own wardrobe. He posted concepts online, built an audience and freelanced for brands before launching his own label in 2021.

Now, he’s shaping a sub-line for a household name.

Rather than feeling overwhelmed, he jokes that he’s “deluded enough” not to feel the pressure. But behind that humor is a serious point: being Gen Z is an advantage.

“I know how we consume. I know what we like and don’t like,” he says — something not every boardroom can claim.

In a digital-first era, cultural fluency is currency.

Are TikTok Pitches the New CVs

Fashion journalist Renee Washington believes creators are having a powerful impact on the industry. You no longer need a front-row seat at Fashion Week to influence taste. A bedroom, a smartphone and a sharp point of view can be enough.

Trends that once unfolded over months can now explode within 48 hours. Fashion has become faster, more democratic and far more conversational.

But Washington also offers a reality check. Legacy institutions still hold authority built on credibility, consistency and history. One viral moment — or even one successful series — doesn’t automatically transform a brand. Reinvention only sticks if it feels authentic.

That’s the real challenge for revivals like Slazenger’s. It’s not about hype. It’s about alignment.

The Fast Fashion Dilemma

Of course, TikTok’s influence isn’t purely positive. The rapid trend cycles it fuels can encourage overconsumption. Tens of millions of garments are discarded every year, and many synthetic fabrics remain difficult to recycle. Add concerns about production ethics and factory conditions, and the darker side of fast fashion becomes impossible to ignore.

Washington notes that some creators inadvertently feed the appetite for constant newness. Hamblin agrees social media has accelerated trend cycles “a bit too fast,” making it harder for people to develop a lasting sense of personal style.

And yet, he believes these platforms remain invaluable for emerging talent. They can connect vision with opportunity at lightning speed.

From Critic to Collaborator

What makes Hamblin’s story particularly compelling is its transparency. Throughout the Slazenger project, he has continued documenting the journey on TikTok — sharing early sketches, mock-ups and behind-the-scenes decisions. Followers have praised, questioned and critiqued the process in real time.

In a twist that feels distinctly 2026, a series that began as playful criticism has become a marketing engine. The audience that watched him poke fun at the brand is now emotionally invested in its comeback.

It’s not just a product launch. It’s a shared narrative.

A New Fashion Frontier

So, are CVs out and TikTok pitches in?

Maybe not entirely. But the gatekeepers have changed. Creativity, cultural awareness and the courage to post your ideas publicly can now open doors that once required years of networking.

TikTok isn’t just a trend machine. It’s a testing ground, a portfolio platform and, increasingly, a recruitment tool.

For young designers watching from their bedrooms, Hamblin’s journey sends a clear message: if you have vision and conviction, the right people might be only a scroll away.