Jacquemus joins ‘The Legend of Puchaina’ viral on TikTok

The fashion universe is constantly evolving and social networks play a crucial role in dictating what’s next in trends, but not only in terms of clothing or aesthetics, but also in vocabulary and new concepts. TikTok, the platform that has revolutionised the way we consume content, has also become the new RAE of generation Z, leading us to live in a continuous ‘Lost in translation’. Its latest viral phenomenon is known as ‘Puchaina’.

This term is currently one of the most popular on this social network and among young people in the LGTBIQ+ Latino community. This collective narrative began in July 2022, when fans of the Jiafei meme called themselves ‘potaxies’ -people from the LGTBIQ+ community- and went against ‘fifes’ -heterobasics-. Likewise, this 2024 another terminology of this same universe ‘puchaina’ came out, its origin being ‘The Legend of the Puchaina Who Disappeared in the Forest of Anekakanekulo’.

‘The Legend of the Puchaina’ is a series of invented stories, which have in common the goddess Jiafei and the enigmatic geographical region of Anekakanekulo. It is a kind of universe that has been created within TikTok, by the so-called potaxies and, in short, it is the creation of videos in which legends starring avocados are told. Everyone can create their own through AI, using the same narrative voice and creepy music.

This phenomenon, which has captivated millions of followers, brands, political parties and others who have created their own story, has also been incorporated into Jacquemus’ digital universe. Its ability to integrate viral trends and pop culture elements into its content has positioned it among the most viral fashion brands of the moment. In this way, the brand wanted to form part of ‘The Legend of the Puchaina’ with this video:

Jacquemus’ ability to maintain its identity while exploring new ways to connect with its audience demonstrates its mastery of the art of digital fashion. By fusing creativity and a deep understanding of social trends, Jacquemus has created a networked universe that not only stands out for its visual storytelling that seeks to capture the essence of everyday life, but also for its ability to keep up with an ever-changing digital landscape, a testament to the power of fashion to adapt in the digital age.

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