The Tabi’s surge – a viral tiktok moment

Image courtesy : Vogue NL

The Tabi shoe by Maison Margiela is becoming super popular, especially after a story about it went viral on TikTok. It all started with a stolen pair of Tabi’s by a Tinder date which sparked immense interest, leading to a surge in searches and interest (The infamous tabi swiper incident). The tabi generated over $ 1 million in MIV(Media Impact Value) for Maison Margiela so far in September alone according to a report by Launchemetrics.

This shoe has a unique split-toe style and has been loved by a niche audience for a long time. To be honest, the first impression of the Tabi's is either you'll love it or hate it. There's no middle ground. But now, more and more people are discovering and liking it thanks to the viral moment. With influencers and celebrities showcasing the Tabi, coupled with its presence on social media platforms like TikTok, the shoe is gaining traction beyond its traditional audience. As Tabi continues to capture attention and generate discussions, both retailers and Maison Margiela are seizing the opportunity to leverage its buzz.