When you think of TikTok, you might think of at-home dance videos and entertaining viral video trends (cue the recent milk-crate challenge).

Everett Williams is a top creator on the platform who will might change your perception. With nearly 250,000 TikTok followers, Williams has skyrocketed to fame on the app within the last year thanks to his unique aesthetic and elevated video content. He’s already collaborated with brands such as Levi’s, Shiseido, Mugler, and more – delivering unique content that feels more like an elevated ad campaign than the typical sponsored content of many of his peers.

This week, the Ohio-native took his career to the next level, as in New York Fashion Week, where he made his debut. Before heading to the Coach show, we got ready with the digital talent to hear more about his love of fashion, his career in the industry, and get the scoop on attending his first Coach runway show!

Tell us about yourself. How did you get into fashion and when was this an industry you knew you wanted to be a part of?

Well—I was born in Columbus, Ohio and most people think of Ohio and relate it to a rural, countryside, corn fields setting, but Columbus is actually a pretty creative urban city that really helped me form into who I am today. Growing up, I was always super-attracted to clothing as well as creativity. I loved art class at school as a kid, which kind of brought me to my love for the world of creativity! When I was in high school, I started to find my love for style and clothing, but couldn’t afford much, so I strategized by getting a job at the Abercrombie & Fitch corporate office working in what was a mockup store to create all the visual displays to send to the retail locations. It gave me access to clothing and also allowed me to make a little money, so it was a win-win. I fell completely in love with the experience of seeing and touching all the clothing all the time as well as the creative side of helping create displays. Moving on from there, I knew I wanted to work in fashion and I knew NYC for college would be my chance at that life. It became a priority; I focused on for all of high school really. At the same time, I was learning to develop an aesthetic from using Tumblr. I was learning photo and video from skateboarding with my friends and being the one to make videos for YouTube and photos for all our MySpaces. So when I got into Parsons, I knew fashion was the industry for me and I was over-the-moon-excited that I might get an opportunity in an industry I love so much.

You worked for Marc Jacobs on the design team. What did you learn from your time there?

My time at Marc Jacobs really taught me so much about the industry that school or retail couldn’t. I worked under such an incredible team of designers that really cared about my learning experience. They wanted to teach me so much, and I’m forever grateful for that. I learned all about working together and collaborating with others for a common goal, which, at that time, I had no idea how beneficial that would be for me later in life. I also learned the technical side of design, and how details matter and make a world of a difference in the outcome of something. It taught me to pay attention to those details as well as look for them! I helped with technical designs and creating tech packs, flat sketches, and most other digital illustrator work. It truly an incredible experience at Marc Jacobs and I’m so grateful for everyone that helped me grow as a creative while I was there.

You also graduated from Parsons School of Design. Is there anything you took away from your studies that has helped you today?

Parsons was a time filled with so many high highs and many low lows! I feel like fashion school to do many seems like a fun extravagant experience, which it can be at times, but it’s a lot of hard work! I remember at one point I was taking 21 credit hours, working at Marc Jacobs and working another part time job, so it was just a lot to handle as a young adult. Looking back I literally don’t know how it all happened. Overall though Parsons taught me how to creatively think outside the box, and how I can apply that to things I’m working on design wise. It was the key that taught me how to bring all my skills that I have worked on growing up, and apply them as one. College in NYC in general taught me so much. It taught me that I really had to want something and had to put in the work if I wanted it to happen. New York challenges you in so many ways that you indirectly learn from, and it taught me how to be organized, work hard, and keep pushing towards my goals!

You’ve amassed a big following over the last year, particularly on TikTok. What do you think attracts people to your content?

Honestly, I think people enjoy the fun of them, if that makes sense. I try to make them fun and show my personality from the forefront. I also think people love the outfits and style. I’ve always loved unique design and items and I definitely can’t wait to create a fun video every time I get a really cool, fun, unique piece of clothing. I want people to enjoy my content because it makes them happy or makes them feel something. Making someone smile or feel inspired is all I could ever want in life!

You’ve already collaborated with so many brands on content! What have been some of your favorite moments?

I’m not sure how to even pick! I spend so many hours on every project. I think of the projects almost as the release of an album from a music artist. I want it to be different, but still me; I want to learn something new about myself from it, and try to push the boundaries of the content I saw before. If I had to pick, it would probably be a creative short film for Tiffany & Co.’s HardWear line, a photoshoot for Ferragamo’s Driver Sole shoe, or a photoshoot I did for designer Feng Chen Wang. They’re all so different from one another, but they hit all those points I talked about before. I grew from them, and was so proud of the content at the end of it.

Congrats on your first Coach show. What was your experience getting to work with the brand and attend the show?

Thank you! I was so incredibly excited to be able to be there, and can’t thank the team at Coach enough for having me. My experience working with them was so great. From meeting everyone, choosing a look, and the show, to just connecting with them and asking how everyone is doing. They’re so great! The show was easily one of the coolest runway shows I’ve ever been to. The set up on the pier, the concept of Coach TV, and the looks were all just so good! I’ll definitely be needing all the outwear and accessories from this one! I feel truly so grateful to have been part of it all.

What’s your favorite part about your look for the show?

The MASSIVE Pillow Tabby bag! I’m not sure if everyone knows, but the Pillow Tabby bag has become a phenomenon on TikTok and Social Media, so I knew I wanted it to be a part of my look the second I knew I was going to the show. The normal ones are not as big as the one I had. This one was created in a very small run, and so when given the option for the large size, I knew it was now or never. I think overall it was a “huge” hit!

Photographer: Julia Kulik