Prolonged fashion trends have disappeared.
The concept of fast fashion was created at the start of the 21st century. The idea of it was getting trendy clothes out fast to the public and for a cheaper price. It was a concept based upon “quick response” which is a product-driven idea. Which basically means in the market people must respond fast to a particular item that is increasing in popularity.
In recent years, fast fashion has taken control over social media, creating microtrends. From TikTok to Instagram, bold pieces of clothing are garnering people’s attention and getting them hooked.
TikTok is one of the most notorious social medias that is boosting fast fashion. Microtrends such as cottagecore, grunge, and the clean girl aesthetic have been avidly promoted on TikTok. Because these trends move so fast and reach a limited amount of people, are they even trends at all? Do they have the weight to impact our society as a whole?
In the past, people would look in magazines, news and to movie stars and singers for their clothing inspiration. Those with fame were icons and known for starting trends. Now society has social media and a constant connection to discover all kinds of fashion. Instead of famous people starting trends, Instagram models and TikTok influencers are the ones providing these new ideas. Social media athletes are also creating these kinds of trends.
Erin Hoffe is the teacher for Fashion Design at Pleasant Valley High School. Hoffe shares her opinion, “A big thing that I see is athleisure wear because you can kinda dress it up. You are wearing athletic wear but if you look at it you’re not going to go work out in it.”
Let’s compare the trends now to the older trends when fast fashion started. People would see these articles of clothing in magazines or on TV. Gucci, Prada and all the other big fashion brands were known for starting these trends and others would follow. But now those big fashion brands are chasing the trends instead of starting them. Just because of how fast fashion moves now.
Now some of the brands that are starting trends today are SHEIN, H&M and Forever 21. Despite these brands being so significant they are just fueling the bad habits of fast fashion.
Hannah Harrison, a recent graduate of Pleasant Valley High school, “Personally, I hate fast fashion. I think thrifting is a better alternative when wanting to buy cheaper clothing. I think companies such as Shein and Ali Express contribute to over consumption.” Harrison also had some things to say about microtrends caused by fast fashion, ”Microtrends are a complete domino effect. In all honesty certain clothing pieces will become ‘distasteful’ or ‘unlikeable’ within weeks of purchasing. It leads to compulsive shopping and begins to normalize overconsumption.”
With fast fashion increasing in our society, microtrends only last a week and social media influencers have a big part in how society follows fads.
