The surprising reason TikTokers are talking about "Dior bags"—and it's not fashion

In the ever-evolving landscape of TikTok trends, users have once again found a clever way to sidestep content moderation algorithms. This time, the term "Dior bags" has become code for a much more grounded—albeit mysterious—topic: drones.

The trend was kickstarted by reality star and prominent TikToker Bethenny Frankel, who coined the phrase after noticing her videos about drones were receiving far fewer views than expected, according to a report by The Sun. The unusual workaround quickly caught on, and the term "Dior bags" has gone viral, leaving the uninitiated wondering what luxury handbags have to do with flying technology.

What does "Dior bags" mean on TikTok?

"Dior bags" is TikTok’s latest code phrase, used to discuss drones without triggering content moderation or shadow bans. Frankel, best known for her time on The Real Housewives of New York, coined the term after sharing videos about UFO-like drones spotted over New Jersey and other states throughout December 2024. When those videos mysteriously tanked in views, Frankel suspected TikTok’s algorithms were limiting her reach.

To keep the conversation going, Frankel began substituting "drones" with "Dior bags." As a result, her videos bypassed perceived censorship, reigniting discussions about the peculiar sightings. She revealed the tactic in a TikTok, stating: “It’s become clear… people do not want me discussing the Dior bags.”

Here's a video showing the hashtag in action, although as commenters pointed out, the strange phenomena they captured on camera was most likely a Space X rocket launch.

Breaking down the "Dior bags" terminology

Frankel has developed a cheeky terminology to further the metaphor:

• Worker bees: Basic drones that are visible and easily photographed.
• Queen bees: Advanced drones, harder to spot and described as “shiny” and “more special.”
• Alien bags: A nod to the possibility of extraterrestrial or futuristic technologies.

In one TikTok, Frankel quipped, “There are the bags that have been released, but there are bags that are decades more advanced that we haven’t even seen.”

The spread of the trend

It didn’t take long for the "Dior bags" trend to gain traction. More than 19,000 videos now use the hashtag #Diorbags, with TikTokers embracing the code to talk about drones in a new, creative way. Comments under Frankel’s videos and others using the term reveal a mix of fascination and humor, such as one user joking, “"When you realize it’s not about handbags but flying tech 😳"

The broader phenomenon of "algospeak"

The "Dior bags" trend is just one example of TikTok’s "algospeak," where users invent code words to navigate content moderation systems. Other popular examples include replacing "suicide" with "unalive" or saying "SA" for sexual assault. These workarounds reflect the platform’s strict community guidelines, which aim to promote safety but often inadvertently suppress legitimate discussions.

TikTok hasn’t commented on the "Dior bags" phenomenon specifically, but in 2020, the platform released a statement addressing its broader moderation efforts: “We’re proud that we have already taken steps to keep our community safe… This includes misinformation about notable Jewish individuals and families who are used as proxies to spread antisemitism.”

Keeping the conversation alive

Frankel’s clever use of the Dior bags metaphor has kept drone discussions alive and thriving on TikTok. It’s also sparked debates about censorship and transparency on social media platforms. Regardless of whether her videos were genuinely suppressed or not, the workaround—and its success—underscores the creativity of TikTok’s user base.

So, the next time you see a TikTok about "Dior bags," rest assured: it’s not about designer handbags. It’s a deeper dive into drones, censorship, and the imaginative ways users keep conversations alive.