TikTok is a place to have fun with fashion. New trends remind us to experiment with what we wear—whether it’s dressing like a front row star, a Y2k pop star, or a Vogue cover star. If you stumble across a super specific fashion trend, like dressing for watching Tiger King or for a shopping with Bella Hadid, it’s likely started by Andie Johnston (@andoej), TikTok’s resident niche fashion comedian.
By day, the 24-year-old runs EHJ Digital, a digital marketing and content production company. By night (well, on her lunch breaks), she is a pro TikTok creator with over 131,000 followers. One of her most popular series is styling a look for “specific events that will never happen to me,” such as shopping “meeting the gals at Nobu Malibu even though I don’t eat fish.” (For that occasion, she chose ripped white jeans, a mint green tank top, and strappy sandals). “I’ve always been one to want to make people laugh, especially with everything going on right now,” says Johnston. “Fashion also has always been highly intertwined with pop culture and humor, so finding this unique take on clothing and style on TikTok is what really drew me to continue to create.”
In the process of making her lighthearted, upbeat fashion videos, Johnston has ignited many trends. Her most recent one was when she suggested that people dress up as though they’re a VIP guest in the front row of a fashion show: It got thousands of views and many creators put their spin on it. While that challenge is by far her most viral idea to date, she also inspires her followers on the daily to think outside of the box when it comes to putting together outfits. Many of them “stitch” (TikTok parlance for “reply”) to her proposals, putting together their own outfits “to be seen in and gossiped about.”
While she loves the engagement, Johnston says she never sets out to go viral. Instead, she simply wants people to stop taking fashion so seriously. “Using the Internet as a creative outlet for fashion doesn’t always have to be taking aesthetic pictures in beautifully-decorated NYC apartments,” says Johnston. “It can also be recreating outfits based on celebrity scandals! As long as you are creating something that gives you joy, then that is the right thing for you to be doing.”
Below, Johnston talks about what’s in her closet, who her style icon is, and what her favorite TikTok is.
What’s your process for creating TikToks?
I wish I could say I have this incredibly efficient and logical process for creating my videos, but that would be a lie. My process is basically using social media apps, reading many pop culture articles, writing ideas in my notes app, and filming video during my lunch break.
Where does your love of fashion stem from?
My mom. She is the most stylish, independent, and iconic woman that I know. Not only is she a lawyer and CPA, but she also has the most creative mind. Fun fact: my mom was one of the first women to wear a pantsuit to work at her law firm, and what was that pant suit you ask? A bright red one. That she sewed herself. My mom has always used fashion as a way to express herself and has encouraged me to do the same. It’s a hobby that we have bonded over for years, and I am so thankful for that.
How would you describe your style?
I’m still finding my style: it goes in different directions as my life changes. Office job Andie definitely had a different look than running-a-business-from-home Andie. However, I tend to gravitate towards menswear cuts and oversized structured pieces—with a mix of patterns. My main fashion inspiration is probably Harry Styles, which is pretty clear if you scroll though my account for more than three seconds. However, I think if I were to describe my current style, it would be a combo of the model off-duty vibe with a mismatched business man’s closet.
What does your closet look like right now?
She’s a big ol’ mess, but as every ADHD person knows—she is very organized to me. I live in a one bedroom apartment with a bunch of random storage that I have converted for all of my clothing. It is very Carrie Bradshaw over here. I am obsessed with luxury consignment shopping, around 90 percent of my closet is from this store called My Sister’s Closet in Scottsdale, Arizona. I just love the satisfaction of finding the coolest second-hand designer pieces for a discounted price, all while shopping sustainably! However, when I’m not shopping consignment, my wardrobe comes from discount stores, my mom’s closet, and Zara or Aritzia.
What’s the most special piece in your wardrobe?
One day when shopping at Nordstrom Rack in Toronto, I came across a beaded Alexander McQueen bodice, in my size, marked at 94 percent off. As the self-proclaimed “Queen of Sales”, this was my best find of all time. Alexander McQueen is hands down my favorite fashion designer and it has always been a dream of mine to own a genuine runway piece from the McQueen house.
You’ve partaken in many different TikTok fashion challenges or trends. How do you keep up with all of them?
It’s my job to! Outside of creating content for myself, I run a digital strategy company which means I need to stay up to date for my clients as well. A major part of my day to day consists of just scrolling through various social media feeds and keeping up with trend forecasting accounts. It definitely can be overwhelming, but I am a child of the internet who ran a fairly successful One Direction Tumblr as a tween, so I’ve trained for this my whole life.
Your styling videos are fun, whether they’re imagining yourself in scenarios or dressing according to quarantine trends. How do these TikToks help you with your own outfit ideas?
Honestly, because I am putting together so many random looks, it really forces me to piece together different outfits in my closet that I may have never thought to before. I can absolutely get repetitive with my outfits in my personal life—small top, big pants— but these videos have forced me to step out of my comfort zone and try something new! It’s not everyday that you realize an outfit you would wear hiking up a small hill with the Kardashians would also be just as cute for grabbing coffee with your friends.
You’ve started trends like the What I Would Wear In the Front Row. What does it feel like when your ideas go viral?
It is such a cool feeling! Seeing how far that trend went was so amazing, mostly due to the fact that creators I have admired and followed for years were participating in it. It never gets old to see people you look up to acknowledging your existence and also making the most unreal content based on your idea. However, on a simplistic level, it was also really validating because of how ridiculous I felt when I filmed that trend the first time. Here I am, sitting alone in my apartment, dressed to the nines, clapping at non-existent models and uploading it to the Internet. 2021 is hilarious and I love it.
What’s your favorite TikTok of all time? And which one took you the longest?
My favorite Tiktok of all time that I didn’t make is this one. The puppy hiding behind the garbage can kills me. My favorite Tiktok that I have ever made is this one where I rate my outfits from my old Tumblr fashion blog. It’s just really wholesome and makes me laugh every single time. Can’t wait to review my current outfits in 5 to 7 years and have another good chuckle. The TikTok that took me the longest was this one where I dress like One Direction songs, mostly because I decided to make the horrible decision to lip sync for this video. I want to be clear, I am not good at that, and almost had a breakdown over it. But in the end, we figured it out.