In today’s fast-paced, influencer-driven world, microtrends—small, short-lived crazes that capture public attention—are reshaping how we consume, and not always in a sustainable way. TikTok is seen as a prevalent example as the platform has ignited a lasting consumeristic culture that alternates popularity every couple of months. The cycle starts with influencers popularizing certain clothing and products under the guise of a niche fashion trend for consumers to follow and then ends as soon as a new aesthetic arises.
Starting in 2018, TikTok gained traction as a social media platform after the shutdown of the short-form video-sharing app, Musical.ly. As TikTok’s popularity grew, the platform’s influence on the next top fashion aesthetic followed the same trajectory. Beginning near the middle of 2019, the VSCO girl micro trend rose to fame due to the photo-editing app, VSCO gaining traction with teenage girls which pushed for the 90s aesthetic with a modern-day twist on the platform. The VSCO trend then spread itself onto TikTok, which skyrocketed the craze of the trend, pushing influencers and consumers alike to purchase the products that characterized the era with the common three being Vans, Hydro Flasks and Brandy Melville crop tops.
As the VSCO style faded away, the Clean Girl aesthetic stepped into the spotlight in 2020 and continued the short-term cycle where the new popular products shifted to the Hoka shoe, Stanley and Lululemon clothing. The cycle then carried on from Clean Girl aesthetic to Maximalism in around late 2021 where many consumers and influencers turned their attention to the brightly colored Owala, charmed Crocs, and Harajuku [vivid colored layered clothing with eccentric accessories] styled clothing.
TikTok’s algorithm has revolutionized the way trends emerge, spread, and fade. What once took months or years to develop in the fashion world now takes a matter of days. With millions of younger users creating and sharing videos, style trends emerge from seemingly ordinary moments—whether it’s an influencer showcasing their latest outfit or favorite products. The rise of micro trends from Y2K to cottage-core aesthetics gave birth to a rapid-fire fashion cycle.
Fast fashion brands like Shein, H&M and Zara have mastered the ability to produce clothing at lightning speed, with some brands able to bring new designs to market in as little as two weeks. This swift turnabout is a direct response to TikTok’s rapid trend cycles. When a new style emerges on the app, these brands move quickly to create affordable versions of the look and flood the market before the trend fades.
The same general cycle of how microtrends affect clothes is reflected in other aspects of fads and fashion trends, such as the type of shoes and reusable water bottles that people popularize based on the general idea of the present microtrend that TikTok influencers push toward their audience. However, when it comes to non-clothing products, consumers tend to purchase a knock-off or alternative option so they are able to continue to be up to date with every trend, which leads to higher consumption as many companies will create copies of the original product so they can gain some profit while hopping on an upcoming trend.
The ability to produce cheap, on-demand clothing along with knock-off products that are customed for each niche aesthetic has allowed companies to cater to the desire for constant newness. Consumers, eager to stay on top of the latest look, are more likely to buy frequently, driven by TikTok’s FOMO [fear of missing out] culture. This continuous consumption fuels a cycle where trends will continue to change faster than ever, encouraging shoppers to regularly update their wardrobes and lifestyle to keep up. With the rapid rate of microtrends changing, there will be a rise in consumerism and an increase in the use of landfills unless the period that trends stay is longer, or if consumers decide to invest in quality products and clothing for themselves instead of paying for poor quality items.
