Calliah Fashion, a local women’s fashion brand, has gained momentum on TikTok Shop, becoming one of the Top 20 Womenswear Sellers in the fourth quarter of 2024. Founded by Divine and McAnthony Aguilar in 2020, the brand has built its success through exclusive product launches, strategic bundling, and livestream selling.
“Our brand has always been about empowering women to embrace their own style, and TikTok Shop has provided us with an incredible platform to do just that,” said Divine Aguilar, co-founder of Calliah Fashion. “The platform’s tools and the strong community of women on TikTok Shop have helped us reach new heights, especially with our exclusive product launches and bundles that truly resonate with our customers.”
Calliah Fashion’s growth was driven by well-planned product releases, including themed bundles that gained attention during major sales campaigns. The Chinese New Year 3-Pax Shorts Bundle saw a 333% year-over-year growth during the December 2024 Buy Local, Shop Local campaign.
The brand also leveraged content strategies, strengthening affiliate partnerships and creating themed PR packages to boost engagement. This approach led to a 17% increase in LIVE GMV in November 2024 and a 49% increase in December 2024.
“Calliah Fashion’s success on TikTok Shop is a testament to the power of authentic connections,” said Franco Aligaen, lead for Marketing of TikTok Shop Philippines. “By embracing live-streaming and exclusive product launches, they’ve built a strong community of empowered women, turning creativity into growth.”
Beyond e-commerce, Calliah Fashion represented the Philippines at the Asean Business and Investments Summit in Laos and was featured in TikTok Shop’s #SarilingAtin docuseries, further strengthening its presence.
“Our journey is just beginning,” Aguilar said. “We are excited to continue growing and empowering women through fashion.”