Recently, the spreading of various fashion content on social media such as Instagram and TikTok has developed into a phenomenon of rapid information sharing. The various fashion content being shared include users’ personal opinions, trending humor, and social controversies that spread through the addition of phrases and editing of images. This is called a ‘fashion meme’, and just as human genes transmit biological information through replications, the sharing of memes delivers information through imitation and rapid modification. Meme sharing is creating a new cultural phenomenon formed by the development of technology and by generations who value fun and easy connections. Fashion-related memes appear in diverse forms on social media, and the process of content imitation and transfer has rapidly accelerated due to the combination of the essential nature of a meme which is imitated and reproduced and that of the fast-changing social media. This study conducted a case analysis to understand the characteristics of fashion memes on Instagram and TikTok. First, fashion memes that induce communication about outfits and looks, and memes that raise social issues related to fashion could be seen as two types of memes with different subjects. Second, there were three common characteristics of fashion memes on Instagram and TikTok, which were spontaneity of social media users caused by subjective sharing of fashion memes, topicality due to people’s sharing of widely known fashion contents, and criticism in sharing personal opinions about fashion. Although the forms of fashion memes in both media were different, information on fashion was to be delivered, and users who shared it perceived fashion memes as a communication medium. This study aims to reveal the role of fashion memes as a cultural communication medium by analyzing the characteristics that are actively appearing in the field of fashion. This research is expected to contribute to the development of communication methods through the subject of fashion memes and social media users.