Every day, thousands of ideas are thrown at us regarding what we think, how we live and what we buy. One of the biggest drivers of consumerism is social media. The social media service TikTok provides access to automatically playing videos that are curated algorithmically to our interests–all by an effortless swipe of our finger.
If you’re like me, you’re on “fashion-tok,” a side of TikTok displaying the latest news and trends. Every time I swipe, there is a new “Shopping Haul” or “What I Wear in a Week” video. I see new viral videos every day of users wearing unique outfits and every other comment begs to know where it is from. Thus, another “Micro-trend” is born. Micro-trends are short-lived trends created by the fast-paced nature of social media.
A micro-trend used to be considered as a trend that stayed for one to three years. Now, that time period ranges from a couple of months to a year. Typically a “famous” person–ranging from runway model Gigi Hadid to TikTok sensation Addison Rae–is seen in an expensive clothing item. Soon, fast-fashion distributors like Shein and Zara produce dupes of the item. Millions of people purchase the item and never wear it again after a few months of hype. Another contributor to the quick rise and fall of trends is the word “chuegy.” Chuegy, as defined by the urban dictionary, is the opposite of trendy; Stylish in middle school and high school but no longer in style; Used when someone still follows these out-of-date trends. The word was coined in 2013 but is yet another thing to take off on Tiktok. There are thousands of videos of influencers discussing what is deemed cheugy.
Like most things, the pandemic could be to blame. We spent months with nothing to do except scroll through social media. People had plenty of time to shop online and dream of future reopenings. Studies by the National Center for Biotechnology Information show that Humans’ attention spans are rapidly dropping. Consumers no longer have the patience for macrotrends. They want the newest and hottest microtrends. The fashion industry is not the lone industry experiencing this. The music industry has also taken a hit as most top-charting songs are also viral songs on TikTok. Lizzo, a Black American singer, rapper and songwriter, discussed this struggle in an Instagram caption in December when added to former President Barack Obama’s favorite music of 2021.
“Whew! I needed this right now… Listen y’all– there’s amazing music that isn’t viral, that isn’t charting, that don’t have a TikTok trend… My music touches people– don’t believe me, ask Obama,” Lizzo said
Microtrend demands have resulted in overconsumption and making fast fashion even faster, resulting in negative environmental impacts. There are several ways to combat this. While keeping up trends can be fun, invest in a “capsule closet,” meaning purchase five to ten neutral, timeless items that are less likely to go in and out of style. For example, a white collared shirt, a leather jacket and a pair of wide-leg jeans. These neutral items can pair great with that trendy bag you decide to splurge on. Another helpful practice is to shop at second-hand stores. It is eco-friendly and wallet-friendly.
The most important change we need to combat Microtrends and their negative effects is our mindset. We need to develop a mindset of conscious consumerism. We are what drives these trends and progresses them by making them our own. It is impossible to keep up with every single trend out there, so make sure at the end of the day you’re wearing what you love and feel good in. That’s what I’ll be doing.