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Serving The Devil Wears Prada Energy: SM Supermalls and TikTok LIVE Empower the Next Fashion Icons

 


 

High fashion has never been just about labels. It’s about confidence, creativity, and making a look your own. At SM Supermalls, in partnership with TikTok LIVE, fashion becomes more accessible and participatory, giving everyday mallgoers a chance to be part of the moment, not just watch it.

Inspired by the enduring influence of The Devil Wears Prada, the collaboration brings online style inspiration into the mall experience.

Fashion inspiration may begin with a scroll, but consumers still crave the experience of discovering pieces in-store and trying on looks for themselves. SM Supermalls and TikTok LIVE are bringing those worlds together.

More than a campaign, it reflects how people discover trends online, then make them their own in real life.


A First-of-Its-Kind Collaboration

In one of the first collaborations between SM Supermalls and TikTok LIVE, a new kind of malling emerges—where livestreaming and shopping happen simultaneously.

At the center of this movement are creators Joy Barcoma and Johan Kyle, each bringing a distinct fashion perspective shaped by their personalities. Set across SM Supermalls’ mix of shopping, entertainment, and everyday experiences, these journeys become more than showcases, they turn into immersive moments shaped by the crowd.


Joy Barcoma Styled by the Audience

 

Joy Barcoma’s fashion journey unfolded like a live style challenge shaped entirely by audience decisions.

At Ever New on Level 1, Main Mall of SM Mall of Asia, viewers helped narrow down silhouettes, colors, and styling directions for a fashion-editor-inspired look. The livestream felt less like a broadcast and more like friends shopping together.

The experience continued at LOOK on Level 2, where audiences weighed in on makeup choices—from soft glam finishes to statement lip colors—helping define the final aesthetic.

At Coach on Level 2, viewers selected the final accessory that tied the entire outfit together, showing how one accessory can shift an entire look.

 

Joy’s journey concluded at the Devil Wears Prada-themed fashion installation inside SM Supermalls, featuring the towering red stilettos centerpiece and exclusive merchandise.







Johan Kyle: The Runway-Ready Outfit Hunt


While Joy’s livestream centered on collaborative styling, Johan Kyle’s journey at SM Aura took on a more high-fashion direction: building a look worthy of a Vogue crowd.

At LOOK on the Upper Ground Level, Johan started with grooming essentials—fragrance, skincare, and haircare—focusing on the kind of preparation that sets the tone before stepping into an event.

Inside RAJO on Level 2, the livestream shifted into full outfit mode, with Johan trying on sharper silhouettes and structured tailoring fit for a fashion-event arrival. Rather than directing the styling, viewers reacted to each look—rating pieces, picking favorites, and deciding which felt most runway-ready.

The final stop at Atelier 818 on Level 3 focused on finishing details, where layered accessories elevated the look from styled to editorial.

Beyond the livestream, Johan stepped directly into the Vogue pre-event crowd at SM Aura, putting the final look into its real setting while engaging guests about their own event-ready fashion choices.


Everyone Has a Runway Now

What once felt exclusive is now far more collaborative.

Through TikTok LIVE and SM Supermalls, fashion feels more accessible and community-driven.. More importantly, the collaboration reflects how malls continue to evolve alongside today’s consumers. Shopping is no longer only about transactions, but about discovery, entertainment, and community.



Always Evolving, Always For You


A livestream may spark inspiration, but the experience comes to life when people step into the mall, explore stores firsthand, and make those style ideas their own. Through its partnership with TikTok LIVE, SM Supermalls turns each livestream into an invitation to discover brands, connect with culture, and experience fashion beyond the screen—continuing to redefine malling for today’s consumers, All For You.
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