Microtrend

Microtrend refers to a type of short-lived trend that quickly gains popularity on social media, but fades away just as fast, typically within months or even weeks. They are mostly associated with short-form content sites, including TikTok, YouTube Shorts, and Instagram Reels, as curated algorithms and short videos help these ideas proliferate really fast.^[1] Essentially, microtrends are fleeting fashion trends and aesthetics that capture the user's attention before quickly being replaced by the next big thing. While short-lived trends or fads have been around for a long time, microtrends have become a driving force in the aesthetic landscape of the 2020s.

Notable microtrends include Tomato Girl Summer, Clean Girl, and Mob Wife. The trend of women on social media describing themselves with random labels suffixed "Girl" (i.e. Vanilla Girl, Strawberry Girl) are considered examples of microtrends. Many of these aesthetics involve rehashing familiar concepts and styles to promote consumerism. For example, "Tomato Girl" involves wearing clothing that looks like one is on vacation to the Mediterranean, while "Mob Wife" uses fur coats and luxury items.

Definition and Impact[]

The Harvard Crimson defines microtrends as styles that experience rapid growth and decline in popularity. Social media platforms play a significant role in this process. Freshman Emily Resheff notes that Pinterest is a major platform for discovering microtrends, stating that social media and microtrends go "hand-in-hand" in helping users discover new styles. She describes a cycle where trends are often first seen on celebrities, then adopted by influencers, and eventually observed on the street before fading away within weeks.^[2]

Junior Katy Yu emphasizes the role of influencers in promoting microtrends. Influencers often have sponsorship deals with fashion brands, earning income by promoting specific items or brands on their social media accounts. This promotion can involve direct links to purchase items, making it even easier for followers to participate in the trend. Yu notes that the motivation behind this promotion is often financial gain rather than genuine enthusiasm for the product or aesthetic.

Senior Abel Castaño points out that social media algorithms contribute to the spread of microtrends. As the average young person spends a significant amount of time on social media, algorithms become tailored to their preferences, leading to greater exposure to microtrends. This personalized feed can encourage participation in these trends. Senior Addy Kopp adds that seeing peers engaging with trends on platforms like Instagram, TikTok, and VSCO can also influence individuals to adopt them.

Students agree that social media not only promotes microtrends but also creates pressure to keep up with constantly evolving fashion trends. This pressure can lead to decreased self-confidence and a sense of needing to keep up with a rapidly changing fashion industry.

Criticism[]

Ultra-Fast Fashion[]

Microtrends are often criticized for their negative impact on consumption habits and the environment. Being short-lived fashion trends, clothing and accessories bought by individuals to fit these aesthetics often end up as waste, contributing to the ultra-fast fashion industry. This is driven by brands like Shein and Temu, known for their ultra-fast fashion model, which offer inexpensive clothing that frequently falls apart quickly due to poor construction and the use of cheap materials. These clothes pose serious environmental and health hazards.

A recent investigation by Seoul authorities revealed alarming levels of toxic chemicals in Shein and Temu products. Shein clothing items contained carcinogenic substances hundreds of times over the legal limit, including formaldehyde in caps and concerning levels of phthalates in shoes.^[3] Phthalates are known to disrupt reproductive functions and may cause infertility and premature birth. Additionally, some Shein nail polishes contained excessive amounts of dioxane, a potential carcinogen linked to liver damage, and methanol. Temu sandals were found to have lead in the insoles at levels exceeding permissible limits by more than 11 times. Lead exposure can have severe health consequences, especially for children.

These findings show the dangers of ultra-fast fashion, which often utilizes unethical manufacturing practices to produce clothing at incredibly low prices, encouraging rapid consumption and disposal as new microtrends emerge. Consumers may be unknowingly exposing themselves to harmful chemicals through their clothing purchases. The environmental impact of these brands is also significant, with massive amounts of textile waste ending up in landfills due to the short lifespan of the garments. Furthermore, the production processes often involve unethical labor practices, including worker exploitation and slavery in developing countries.

Shein's own 2023 sustainability report revealed two cases of child labor in its supply chain, demonstrating the prevalence of exploitative practices within the industry.^[4] While the company claims to have addressed these specific instances and tightened its supplier policies, concerns remain about the widespread use of forced labor and unsafe working conditions in factories producing for Shein and similar brands. Reports from organizations like Public Eye have documented excessive overtime and other labor violations in Shein's supply chain. These practices persist due to the intense pressure to produce vast quantities of cheap clothing quickly to keep up with the rapid turnover of microtrends.

This cycle of rapid consumption and disposal generates enormous amounts of textile waste, with around 11.3 million tons dumped in landfills annually, equivalent to 81.5 pounds per U.S. consumer.^[5]

Lack of Individuality and Unity[]

Another criticism is the lack of individuality fostered by microtrends. They can make it difficult for people to develop a personal style, as fear of missing out (FOMO) or the allure of the new "shiny object" leads to impulsive purchases to imitate trends on social media rather than genuine self-expression. Unlike traditional subcultures, which are based on shared interests, beliefs, or political values (ethos), microtrends most frequently lack unifying elements among their followers. For instance, while being punk or goth can involve certain aesthetic choices, it is not defined solely by the clothing you wear, but by actively participating in the community and sharing common values. This shared identity creates a sense of belonging and continuity over time. On the other hand, participants in the Tomato Girl and Mob Wife aesthetics likely have little in common besides the temporary trend, fading quickly and leaving little lasting impact.

Commodification[]

Many microtrends are criticized for cultural appropriation, as well as the commodification of specific lifestyles and subcultures. For example, "Mob Wife" trivializes the lived experiences of women married to men involved in organized crime, while "Clean Girl" was reportedly based on the style of African-American and Latin-American girls in the 2000s-2010s,^[6] which led to debate over how a look associated with a marginalized group suddenly becomes trendy when adopted by white influencers. "Succubus Chic" rehashes goth elements and strips them of their subcultural context, while others like "Slavic Doll," "Portuguese Girlie," and "Catholic Mexican Girl" are way more overt with their cultural appropriation, making broad and often inaccurate stylistic assumptions about specific cultures, nationalities, and ethnolinguistic groups.

The Paradox of Microtrends[]

Ironically, criticizing microtrends can contribute to the problem. Pointing out what is passé may pressure people to discard clothes more quickly, ultimately reinforcing the cycle of overconsumption. Microtrends can also negatively impact self-esteem, as the constant pressure to keep up with changing standards can lead to feelings of inadequacy.

However, some argue that microtrends can also offer a level of certainty and comfort with fashion, creating a safe and accessible way to feel confident in an outfit. Despite the criticisms, microtrends also offer a variety of new options and ideas to the fashion world, broadening consumers' tastes and personal styles.

Google Trends Charts[]

Google Trends (with the "Worldwide" and "2004-Present" flairs) is a particularly valuable tool to examine how microtrends remain relevant for a short amount of time.

Please note that this chart might need to be regularly updated as trends continue to evolve.

• "N/A" indicates aesthetics with ambiguous names, making it difficult to pinpoint their peak popularity through search data. For instance, "that girl" may not always refer to the aesthetic of the same name.

Videos[]

These are external videos discussing the impact of microtrends in deeper detail:

Did Micro Trends RUIN Fashion? - Looking back at TikTok Aesthetics and Microtrends

Micro Trends on Tiktok are OUT of Control..

Aesthetics & Micro-Trends Have Ruined The 'Gen Z Personality'

The fall of micro trends

References[]

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