From Micro-trends to Mindful Choices: TikTok's Impact on Sustainable Fashion

From Micro-trends to Mindful Choices: TikTok's Impact on Sustainable Fashion

In the chaos of COVID-19 lockdowns, TikTok emerged as an unexpected fashion powerhouse, rivaling the classic social media giants like Instagram. The app evolved into a go-to source for entertainment, with its snappy ten-second videos shaping it into a fashion hub. High-end brands promotion, including Gucci, fuelled it's rise, transforming TikTok into a major fashion hub.

Many luxury brands documenting the process or 'get ready with me' videos, making it seem more accessible and talking it out of the prestige reputation.

Central to TikTok's fashion narrative are "micro-trends" – current affairs challenging traditional seasonal fashion cycles. From  "Cottage Core" to the vibrant "Barbiecore," these trends sweep in and out of popularity in relation to current pop culture trends. The platform's algorithm ensures millions witness the same trend, sparking a collective desire for the latest "it" item, also liberating teenagers from these traditional fashion norms.


Micro-trends as 'Cores'

However, there's a downside to TikTok's fashion hype. With trends becoming more accessible, the temptation to turn to fast fashion grows, leading to overconsumption and ethical concerns. Its lightning-fast trends favour fast-fashion brands like Shein, dropping 700 to 1000 new styles daily. While a dream for shopaholics and satisfying the instant gratification that TikTok attracts, it's an environmentalist's nightmare and goes against the direction we want to be promoting.

Despite some influencers advocating for sustainable fashion, TikTok's overall impact on fast fashion leans negative. It's a wake-up call for consumers to resist short-lived micro- trends and be mindful of the environmental toll.

As you navigate TikTok's ever-evolving fashion world, embrace trends while staying mindful of ethical implications. 

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