TikTok is largely dominated by trending songs, dance challenges, and overall embracing creativity, but it’s not as well known for its fashion scene. That being said, a stylish community is forming on the app—and Vogue is here to find the most inspiring, and most stylish, creators.
This week’s must-follow account is Claudya Moreira (@claudyamoreira1), a 34-year-old creator based in Lisbon, Portugal. On TikTok, she shows you endless ways to wear and style scarves—she’s found over 50 ways so far. She has an inventive streak: she can fashion scarves into handbags, skirts, capes and tops. One of her most popular videos shows her threading a scarf through button holes on a vest to make a belt. Her videos have become so popular, that she’s launched her own scarf brand, Zafia, in September.
Moreira’s love of scarves traces back to her upbringing. “In Cape Verde island, where I was born, elder women wear a scarf tied around their heads, so that younger people would know to treat the elder women with the utmost respect,” Moreira says. “When I look back to my childhood, I’ve always had contact with scarves—seeing my grandmother, who raised me, wearing it tied to her hair.” Having always incorporated the accessory into her wardrobe, Moreira then brought her obsession with scarves to TikTok in April, where her styling tips took off. When you can turn a silk scarf into a long-sleeve, asymmetrical crop top, you’re naturally going to get attention.
Since joining the app, Moreira has amassed over 101,000 followers, all of whom enjoy seeing her find a new way to wear a scarf as clothing. In the beginning, however, she never expected to make that the focus of her page, and at that point hadn’t even launched her brand yet. Instead, she tried the regular TikTok fare, and found it wasn’t working for her. “Being at home and unable to go anywhere [during quarantine], TikTok was definitely a way to distract myself,” Moreira says. “In the beginning, I would just scroll through funny videos and dance challenges—but to be very honest, it did not work for me, especially the dance challenges. And I truly believed that I could dance!”
As her videos started gaining in popularity, she decided to launch Zafia in September. Her graphic prints and vibrant colors still take cues from the scarves that her mother and grandmother wore. “I worship my grandmother, mother, and all the women of my country,” Moreira says. “Zafia is my tribute to the Cape Verde islands, and to all that it gave me.”