Reiss Hops on the 'Finance Bro' TikTok Trend with a Flashmob

Reiss is taking its marketing efforts to TikTok by hopping on a trend many users and fashion enthusiasts will be familiar with.

In a new video posted on the platform, the fashion brand harped on the uniquely distinct style of "finance bros" and gathered dancers to participate in an epic flashmob outside a Reiss store located on the streets of London's finance capital. 

@reissofficial Stop looking. We’ve found them. #fyp #maninfinance #finance #leadenhallmarket #londontiktok #reiss @ultimateeventdancers @Billen Ted @Girl On Couch @itsadamlyons_ ♬ original sound - reiss

A man, donning a white oxford long-sleeve shirt, black vest and slacks, and pointed leather shoes — all from Reiss— puts his shopping bag down before grooving to the viral Billen Ted remix made by TikTok user @girl_on_couch. 

"I'm looking for a man in finance. Trust fund. 6'5. Blue eyes," the internet personality hilariously sings. 

Eventually, the man is joined by members of the dance group Ultimate Event Dancers dressed as "Men In Finance" to perform a choreographed number.

Reiss Taps Into Viral Marketing

The viral TikTok flash mob was not the first time the popular dance group has performed their piece.

Last month, they took over the Liverpool Street Station to dish out the beloved dance, wearing identical finance-fitting uniforms.

A video was then posted on TikTok with the caption: "What me and the finance bros get up to on our lunch break."

@tarikfrimpongofficial MEN IN FINANCE HAVE THE MOST FUN 💼 #maninfinance #flashmob #financebro #viralvideo #maledancer #viraltiktok @ultimateeventdancers @Billen Ted @Girl On Couch ♬ Man In Finance (G6 Trust Fund) - Girl On Couch & Billen Ted

These dance numbers, alongside the traction they got, were enough to sway the Reiss team to reach out and lean into properly executed viral marketing efforts in collaboration with the dance group.

Planned in only three days, Reiss' in-house marketing team could dish out a fun, campy, and out-of-the-ordinary initiative that the brand says would not be posted anywhere outside of TikTok. 

The latest from the fashion brand takes a different direction from its usual line of ads, often opting for a simple, elegant, and sophisticated approach to its videos and stills.

But with how well the Ultimate Event Dancers pulled off that "Men In Finance" performance, we'd say it was worth the deviation.

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Editing by Katherine 'Makkie' Maclang