Have you ever opened Instagram to stalk your favorite celebrity couple only to find that the ‘it’ bag you bought last week has become old news? One minute, the fashion influencers on TikTok are raving about chunky sneakers (hint: the New Balance 9060s), and the next, it’s all about minimalist shoes (hint: Adidas Sambas).
If you’re anything like me, then you’ve most likely had the feeling that keeping up with fashion trends on social media often feels like trying to catch a moving bus in Lagos traffic.
What are Microtrends and Why is it so Alluring?
Microtrends are fast emerging, short-lived trends that gain quick popularity on social media platforms but disappear just as suddenly. Unlike traditional fashion trends, which usually last a few years, microtrends have much shorter lifespans, and often last less than a season.
These trends are mostly propelled by the viral nature of social media where content creators and influencers play major roles in their rise and fall.
The Allure
There are several reasons why microtrends are alluring to fashion enthusiasts and side observers alike. Here’s some:
– Instant Gratification
Thanks to social media, we’ve all become accustomed to instant gratification. One of the ways it does that is by providing a quick and easy way for individuals to refresh their style and stay current with the latest fashion movements. Curious on what Hollywood celebrities are wearing for fall season? You look it up on Tiktok. The rapid turnover of trends means there’s always something new and exciting to try at any given time.
– Social Media Influence
Instagram/TikTok Influencers play a significant role in the rise of microtrends. With their considerable followings and high engagement rates, influencers are at the forefront of approving or canceling a trend overnight. When a popular influencer showcases a new style, their followers are eager to adopt it, creating a ripple effect that spreads the trend across various social media platforms.
– Algorithm-Driven Exposure
Social media algorithms are basically made to keep users on their devices for longer by showing them content that aligns with their interests. As a result, when a microtrend starts gaining popularity, the algorithms increase its visibility, pushing it to a larger audience. This constant exposure in turn, keeps users hooked and eager to join in the latest fashion craze..
– Accessibility
Microtrends are often more accessible than traditional fashion trends because they usually involve fast fashion (brands that can be easily purchased online or in stores). This accessibility makes it easier for the general masses to participate in the trend, further increasing its popularity in turn.
Here are some popular examples of the microtrends seen in 2024:
1. Leopard Print: This one’s a classic and 2024 saw it trend in the form of coats and jackets and even shoes.
2. Cowboy Aesthetic: This trend is inspired by Western wear and popularized by Beyoncé (her album: Cowboy Carter) and Pharrell Williams. This trend includes cowboy boots, fringe jackets, and wide-brimmed hats etc.
3. Dark Academia: For this one, the aesthetic focuses on scholarly, vintage-inspired fashion. It includes tweed blazers, plaid skirts, and oxford shoes.
4. Office Siren: The Office Siren aesthetic combines workwear attire with a sultry twist. This trend includes fitted blouses, pencil skirts, tailored blazers, and high heels and it often incorporates a monochrome palette with blacks, grays, and neutrals, to add a touch of glamor to traditional office wear.
The Cost of Keeping Up
Keeping up with microtrends can have significant financial implications and here’s a few:
A. Impulsive Spending
Seeing microtrends on social media often creates a sense of urgency, making people feel like they need to purchase the latest items immediately to stay fashionable. This urgency most often leads to impulsive spending.
B. Mental Health Impacts
The constant pressure and need to stay up-to-date with the latest fashion trends can lead to stress and anxiety. This phenomenon Gen Zs often refer to as “FOMO” (Fear of Missing Out) is heightened by social media, where content consumers are bombarded with images of the latest trends and the seemingly perfect lives of influencers. This pressure often leads to feelings of inadequacy and low self-esteem, as people compare themselves to the curated images they see online.
C. Environmental Impacts
Fast fashion is closely associated with microtrends and it relies on the rapid production of inexpensive clothing to meet the demand for new styles. This model thrives on a “use-and-throwaway” culture, where clothes are discarded after only a few wears to make room for the next microtrend.
Additionally, the production of fast fashion items often involves harmful practices, such as the use of toxic dyes and chemicals, excessive water consumption, and poor labor conditions making fast fashion one of the most polluting and abusive industries in the world.
Expert Insights
Experts warn about the financial dangers of keeping up with microtrends. Mark Penn, author of Microtrends Squared, highlights the influence of microtrends on consumer behavior: “Microtrends, though small in scale, can have a massive impact on spending habits. They create a sense of urgency and exclusivity that drives people to make impulsive purchases.”
Addressing the Issues
To manage the financial impact of microtrends, consider setting a budget for fashion purchases and sticking to it.
Alternatively, look for versatile pieces that can be styled in multiple ways, and prioritize quality over quantity.
Additionally, thrifting and buying second-hand clothing is a great way to stay fashionable without breaking the bank.
Remember, fashion should be fun and an outlet to express yourself, not a source of stress.
