We are living in an era of fashion’s fleeting whims, with fast fashion redefining the speed of style evolution. We are in a time where the words “trend” and “microtrend” are used interchangeably, even though they could not be more different.
Microtrends are extremely accelerated versions of their original counterparts. Typically lasting around a month, microtrends gain subtle traction before ultimately meeting their swift demise in fashion’s rapid trend cycle.
Made more important in the fashion industry since the growth of social media sites like TikTok, microtrends have caused a surge in the demand for fast fashion.
Brands are stuck in a paradox between embracing the long-term trend of sustainability that is so prevalent with Gen-Z and creating products that align with whatever the latest viral obsession may be.
Meanwhile, fast fashion marketplaces like Shein and Temu prosper under the growing popularity of microtrends. With these online retailers having around 10,000 new products hitting their shelves each day, according to NPR, it’s easy to find the new trend that is taking over everyone’s feed. The two speedy cycles align perfectly.
Rinse and repeat
The longevity of trends varies from up to several years to less than a single month. This is where the difference between trends and microtrends lies.
In an article by Vogue Business, the death of regular trend cycles has been observed. With microtrends picking up speed, predicting the lifespan of trends is now more convoluted than ever.
“We used to have a theory of fashion that’s if it’s 10 years old, then it’s out of fashion, and if it’s 20 years old, it starts to be interesting, but that’s not relevant now because we have so much information and can pick up on trends all the time,” said Fashion Forecasting Professor Catherine Leslie.
Leslie teaches students in her class about long-term and short-term forecasting, dedicating time to learning from companies’ forecasting reports and applying those methods to a personal concept.
Microtrends are especially difficult to predict in fashion forecasting, but they often follow recurring themes.
“There’s a cycle, but because the cycle is so sped up, it’s so fast, so rapid, some trends are barely getting traction,” Leslie said. “They’re falling off, and then they’re coming back quickly again.”
Certain microtrends, like “coquette” and “demure,” are seen as completely separate despite having many of the same elements. After gaining popularity from TikTok, both show an embrace of feminine aesthetics.
“Demure” could even be seen as a revitalized version of coquette.
Even “Brat Summer” maintained similarities to previous summer trends, like “Rat Girl Summer” in 2023. Both encourage carefree energy and glamorize a party-girl lifestyle. Even though microtrends are fleeting, this proves they have predictable elements to them.
Embracing microtrends while shopping mindfully
Even professionals in fashion struggle with finding a balance between keeping up with the latest trends and maintaining ethical standards.
“The business is based on people buying more clothes, but how can we do that and have a conscience?” Leslie said.
While it can be tricky to limit buying fast fashion, all hope is not lost. Leslie said a more positive way to follow the ever-moving fashion cycle is to look at trends as a change in styling, not a change in purchasing. Figuring out how to use what you already own to create a new look offers a cheaper and more satisfyingly creative way to go about styling.
But when it comes to buying clothes, knowing the current trends beforehand is key. Rather than relying on fast fashion brands to have easy access to the latest microtrends, searching in thrift stores for what you know is trending is a great alternative.
Leslie said keeping an eye out for trends is easy when following the rule of three.
“When you see something three times, it identifies that there’s a trend there,” Leslie said.
Being aware of recent microtrends and keeping them in mind while thrifting (or even closet shopping) keeps fast fashion spending at a minimum.
Even beauty trends like “Tomato Girl,” “Latte” or “Glazed Donut” makeup have dominated TikTok in the past year, but simultaneously fled just as quickly as they came. Should new products be purchased for all of these looks? Can the same “clean girl” makeup products translate to “mob wife” makeup?
People can find versatility in quality products. While enhancing different aspects of makeup, most looks can be achieved through the same palette with a bit of dedication and skill.
Learning how to be creative with what you have is, just like with clothing and accessories, one of the most important parts.
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