Styles and trends have always had a way of coming and going, rising and falling. But with the fast-paced world of social media being in the hands of audiences addicted to instant gratification, more people are falling for the curse of microtrends. Microtrends refer to trends that last impressively short amounts of time. Nowadays, they are taking over screens as chronically online generations stare wide-eyed, scrolling aimlessly, eager to obtain the look of the month, to fit an aesthetic that will not last.
Common microtrends include the “clean girl aesthetic,” or the “mob wife aesthetic.” It is not hard to notice how many people now carry Stanley Cups, or have tied bows onto their cowboy boots and their purses. From pink, dainty clothing representing someone “coquette” and striped button-ups making someone fit the “old money” look, microtrends are the perfect trap for young, impressionable people who chase instant gratification and the need to fit into a box.
However, microtrends are a cause and result of fast fashion, only they are more intense, more rapid and because of social media — they are spreading like wildfire. According to Good On You, understanding microtrends goes hand-in-hand with understanding the driving force of fast fashion’s business model. It is all marketing: how brands put hundreds to thousands of styles online and promote them on social media. It is no secret that TikTok Shop and SHEIN are growing in popularity and success, and this is because of their marketing.
Good On You interviewed Rita Liao, a TechCrunch reporter and editor of Attention Factory. “SHEIN puts [new products] online instantly, and then blasts it over social media. And because it’s just online, they’re also able to collect feedback very quickly.” Lao shares.“‘Faster production, exploitative manufacturing processes, and plastic clothing are needed to keep up with the demand that micro trends create,’” Good On You reports. But when analyzing the phenomenon of microtrends, one can only wonder “Why does this happen?”
Although it may seem like another factor of the younger generation’s attention deficit, it is more than that. Carolyn Mair, psychologist and author of “The Psychology of Fashion” says to Good On You, “The desire to buy trend after trend isn’t about attention-span—it’s about habituation. When we experience something for the first time, it excites us and gives us pleasure, but with repetition over time, the pleasure dissipates because we habituate to the experience,’” She continues, “When we follow a trend, we show our belonging to others who follow that trend and dissociate ourselves from those who do not.”
This is why people are more likely to frown upon trends from a few years ago. For instance, users can be seen on TikTok cringing over their style during the pandemic, when fast fashion was rising in popularity. But this was not seen nearly as much in the 2010s, as styles could last one to two years, rather than a few weeks or a few months. 2019 marked a year with an obvious shift, as subcultures and aesthetics became a mainstream focus, with styles like “VSCO Girl,” “E-Girl” and “E-Boy,” basking in the spotlight.
This generation’s obsession with microtrends is only further harming the environment, as it is feeding into overconsumption — which is already an issue. Earth.org states “Clothing production has doubled – Garment usage lifetime has decreased.” Because of microtrends and fast fashion, clothing sales have doubled from 100 billion to 200 billion units yearly since 2000. Conversely, clothing usability has decreased by 36%. By participating in microtrends, people are inadvertently contributing to water and waste pollution.
How to beat this epidemic? People should start wearing what they want, and not conform to the societal pressures of fitting into one aesthetic. The beauty of fashion is that it is an outlet for self-expression; it is exciting to try new styles, never limiting oneself to a single genre. The best way to stop falling for microtrends is to wear what you want and know that it is okay to wear athleisure one day and a grungy look the next.
