Social media has advanced the fashion industry, transforming how trends are created,
spread, and consumed. Platforms such as Instagram, Facebook and TikTok have become virtual
runways, where styles and trends can go viral in an instant and new designers can showcase their
creations to a global audience. Viewers become easily influenced which is why this is the new
affordable marketing technique. Although, the way in which trends come and go has begun to
heavily contribute to overconsumption, leading to struggle when it comes to sustainable fashion.
These micro-trends further promote disposable consumption rather than pushing timeless, high
quality style.
Trendy today, Gone tomorrow
It is quite obvious that there are more issues to social media fashion influencing than just
staying in the loop or attempting not to waste money. In an interview with Stella McCartney, she
discusses the impacts social media has on the fashion industry, specifically, micro-trends that
encourage overconsumption. McCarthy states that this cycle not only pressures consumers to
constantly buy but also creates challenges for sustainable brands that focus on quality and
longevity over rapid trend cycles. For consumers, it’s becoming harder to prioritize quality and
longevity when trends change so quickly. She highlights that sustainable brands face an uphill
battle, as they’re competing against the allure of cheap, fast fashion that social media constantly
promotes.
Style and Sustainability, Learning Balance
The struggle between staying fashionable and supporting sustainability is a constant
challenge for many consumers. Social media fuels the demand for new styles at lightning speed,
making it tempting to buy inexpensive, trendy pieces from fast fashion brands like H&M, which
rapidly churn out new collections. However, brands like Reformation offer an alternative,
focusing on sustainability by using eco-friendly materials and ethical production practices. While
Reformation’s designs are stylish and trendy, they also come with a higher price tag, reflecting
their commitment to sustainability. This leaves consumers with a tough choice, to follow the
latest trends affordably but unsustainably, or invest in brands such as Reformation that prioritize
ethical production but require a larger investment. This balancing act highlights the shift in
consumer awareness as people try to adapt while having a love for fashion with a desire to
reduce their negative environmental impact. Ultimately, consumers are at a turning point, faced
with the choice between staying on top of every single trend and embracing sustainability. As
social media continues to promote rapid fashion cycles. High end quality brands show that it’s
possible to prioritize both style and ethics, although this often comes at a higher cost. The
challenge now is for both consumers and the fashion industry to find ways to make sustainable
fashion more accessible and appealing, creating a balance between the desire for new styles and
the responsibility to protect the planet and not feel the need to dress like everyone else.
Nostalgia goes Viral
Social media has even gone as far as created new names for existing trends in order to
make them more popular and trending. It has taken aesthetics like cottagecore and Y2K from
niche interests to fashion movements. Platforms such as TikTok and Instagram have turned these
styles into viral trends, where influencers show off outfits that fit specific “vibes.” Cottagecore,
with its floral, feminine, vintage inspired look, gives off an innocent, simple feel. Whereas, Y2K
fashion brings back the fun, flashy vibes of the early 2000s. Think low-rise jeans, butterfly clips,
and tiny sunglasses and diamonds. These aesthetics have become so popular that mainstream
brands are jumping on board, offering their own cottagecore dresses or Y2K-inspired pieces to
meet demand. It’s no longer just about individual taste; social media has made these aesthetics
into lifestyle choices that influence what we buy and wear. This takes away from uniqueness,
forces people to hop on trends as soon as they can and gravitate to fast fashion brands that are
also quick to stock their shelves with the latest trendy aesthetics.
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