Argyle print, sweater vests, the infamous collar-sweatshirt combo—the list of microtrends nowadays just goes on and on. Newer and newer trends arise to replace old ones only to be replaced themselves in a matter of months. This quick and vicious cycle repeats itself over and over again, gravely impacting us whether we know it or not. One of the biggest factors to this is the oversaturation of the trends due to the multi-media and content powerhouse: TikTok.
TikTok is well-known for its fast accessibility to short-form videos – all available within swipes. With this, it has become easier for people to watch multiple videos containing the same microtrends all at once, leading them to grow bored of them easily. TikTok’s short-form video feature shortens the viewer’s attention span, which reduces the trends’ lifespans as well.
Instead of the usual lifespan of microtrends being a few years at most, social media has shortened it to a few months, max. Once something goes viral on social media, the trend rapidly reaches its peak. With everyone seeing it and participating in the trend, it becomes mainstream, which leads to the loss of the viewer’s interest as they’ve now moved on from the old and are eyeing the newest thing.
Along with the trend-cycle shortening, the viewer’s attention shortens as well. According to Philipp Lorenz-Spreen of the Max Planck Institute for Human Development, “Content is increasing in volume, which exhausts our attention and our urge for ‘newness’ causes us to collectively switch between topics more regularly.” Despite trend peaks being extremely stable, the decline of these trends is becoming steeper and steeper. Social media plays a part in the short expiration date of the trends.
Not only do microtrends affect the attention span of viewers, but it directly affects wastage as well. With a rapid rise and oversaturation in various fashion trends, it’s only natural that more and more brands begin producing these items in hopes of getting sales. However, as these trends continue to decline after their peak, companies are left with tons of leftover stocks. They can’t sell these products anymore as they’re considered “outdated,” so these usually just end up getting thrown away.
But what happens to those who have already bought them?
More often than not, people end up throwing away “outdated” clothes. This contributes to our world’s ever-growing textile waste. BBC states that 92 million tonnes of garment waste are made every year. This number may even increase to 134 million tonnes a year by 2030.
Now, what can we do?
With the multiple different microtrends constantly on the rise, it is important to think twice before purchasing anything. Microtrends are “micro” for a reason, which means the best way to avoid falling victim to these trends is to give them time. Instead of immediately checking out the items in your cart, try to sleep on your purchase and see if it’s something that you really need.
It’s also important to remember to buy timeless pieces instead of buying trendy clothes. Usually, what drives the sales for these items aren’t the clothes themselves but the hype surrounding them. Consequently, these trendy clothes usually tend to match only one specific aesthetic or style. A good tip is to visualize the clothing piece in various different items to test its versatility. Try focusing on layering and combining different classical clothes together and making new outfits rather than purchasing multiple statement pieces.
Consider also buying from thrift stores instead. Most of the time, thrift stores contain hidden gems with cheap prices that might even be better quality than the clothes fast-fashion brands sell.
Another way to prevent textile waste is to avoid throwing away clothes. Instead of throwing them away, consider donating them to thrift stores instead. By donating, selling, and buying these pre-loved items, the clothes are given a second life. One man’s trash is another man’s treasure and, through this, more and more people can enjoy various clothes—all without waste.
While microtrends may seem enticing, it’s always important to remember that we don’t have to fall for these trends just to keep up with the times. Just because it’s given a lot of hype, doesn’t mean you have to participate in it as well. Instead, focus on creating your own personal style and buying things you, yourself want.
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