Trends have existed for decades: fun floral patterns of the ‘60s, bright neons of the ‘80s, baggy jeans of the ‘90s. While trends can span generations, younger people often find “dressing on trend” more important as it may help boost their social status or confidence.
Whether it’s fisherman or coquette core, clean girl or mob wife aesthetic, you’ve probably seen one or more of these microtrends on various social media platforms. These platforms are saturated with influencers promoting “what’s trending.” Since the rise of social media and influencers, people have increasingly relied on these accounts for fashion inspiration. This reliance has led to a faster trend cycle, with trends changing at a heightened pace, making it difficult for consumers to form a personal style.
Many influencers focus solely on predicting which clothes or styles will be trending next. People move from trend to trend quickly, forcing consumers to shop more to keep up. Fast fashion companies have catered to this fast-paced consumerism by constantly releasing new clothing made with low-quality materials. This overproduction not only fuels excessive waste but also significantly contributes to climate change. According to the United Nations Environment Programme (UNEP), the fashion industry is responsible for nearly 10% of global carbon emissions, with textile production requiring vast amounts of water and energy. Since consumers are more likely to wear the item less, quality matters less. Instead of prioritizing the longevity of a product, companies prioritize profit and quantity.
Ultra-fast fashion brands benefit from these microtrends. Brands such as Zara, SHEIN, and H&M gross billions of dollars in profit each year. According to the Rest of World investigation “How SHEIN Beat Amazon and Reinvented Fast Fashion,” the popular ultra-fast fashion company SHEIN releases millions of new products annually. Consumers can fulfill their craving for instant gratification with SHEIN’s business model, allowing them to go from a TikTok video they just watched to buying the item cheaply on SHEIN.
Instant gratification is essential for fast fashion to thrive. By exploiting consumer psychology, social media algorithms show trending products in real time. When influencers unbox hauls and end the video with “run to buy this,” a sense of urgency is created to buy an item before it sells out. Fast fashion brands encourage excessive consumption by offering trendy pieces at low prices. This rapid shopping cycle triggers dopamine releases, the brain’s reward chemical, making purchases feel instantly satisfying. However, like any quick dopamine hit, the excitement fades fast, and consumers are ready to find satisfaction in the next trend. This unhealthy cycle of rapid buying and discarding fuels textile waste, overproduction, and unethical labor practices. While the appeal of instant gratification is strong, its long-term consequences extend far beyond an individual purchase.
The constant desire to stay on trend has ruined society’s perception of fashion. Instead of everyone having an individual sense of style, it seems they all dress the same. For example, after Adidas Sambas were worn by many models and influencers, they became the “it” shoe. Sambas had been around for decades, but only once the rich and famous wore them was it considered acceptable. The shoes quickly sold out, and Adidas reported a 200% increase in Samba sales in 2023 compared to previous years. After the obvious public interest, there were versions of the shoe everywhere. Other brands tried to replicate the style.
The massive demand for trending items has also fueled the rise of cheap, look-alike versions of popular pieces, or “dupes.” Often, they are cheaply produced with slight changes to avoid copyright infringement, allowing more people to participate in trends without paying full price. However, dupes can be harmful to small businesses because they steal original designs, affecting designers who rely on their creativity to make a living. Beyond ethical concerns, dupes are often made with low-quality materials, contributing to overconsumption and textile waste. Many consumers justify buying dupes as an affordable alternative, but the rise of social media and influencer culture has normalized their presence, making them a staple of fast fashion.
The “it” shoe, water bottle, pair of jeans, hair color, or home decor is pushed onto anyone with a TikTok or Instagram app. Trends cause overconsumption because everyone feels they need to purchase the new, popular item. However, after the initial interest wanes, the trend becomes widespread, and the uniqueness fades. What follows is a lack of diversity in the way people dress, as well as a negative impact on the environment. For many, fashion is a form of self-expression, a way to stand out from the crowd. When everyone has the same pair of shoes or pants, individuality is harder to maintain.
With trends pushing people toward endless consumption, some are starting to rethink their relationship with fashion and are looking for alternatives. To combat the harms of overconsumption, some influencers have shared how they practice sustainable fashion. While no one needs an influencer to make mindful choices, the reality is that many people don’t think about sustainability unless it’s trending. For those who already care, adopting a more intentional approach to fashion is a personal decision that doesn’t require outside validation. However, for the many consumers who don’t prioritize sustainability, seeing influencers promote thrifting or repairing pre-loved clothing can open their eyes to the harms their habits cause. Though sustainability shouldn’t be treated as just another passing trend, its visibility on social media could at least promote self-awareness regarding consumption habits. Many may find it difficult to be fashionable without mimicking what they see online, but it is possible to find a timeless style that combats the constant cycle of buying and discarding.
One TikToker, @elysiaberman, has documented her journey as she climbs out of thousands of dollars in debt from a shopping addiction. She shares how she has shifted to more sustainable shopping habits and how fashion and consumerism intersect with politics. She analyzes and critiques how personal habits, corporate practices, and systemic structures impact society and individuals. Instead of posting giant shopping hauls or promoting trending products, she provides tips for making the most out of clothes while reflecting on her excessive shopping past.
Like Berman, many people have realized they can play a part in helping slow climate change by practicing sustainable shopping. Fashion doesn’t have to be about chasing every trend, especially when trends are designed to encourage overconsumption. Instead, shopping second-hand, investing in quality pieces, and repairing clothes when needed can reduce waste while maintaining personal style. Even donating unworn clothes can give them a second life and lessen their environmental impact. By making more mindful choices, people can enjoy fashion without contributing to the cycle of fast fashion and overconsumption.
