Social Media's Role in Short Lived Fashion Trends

Fashion trends these days seem to last as long as the attention spans of most TikTok users. From the time it takes to watch one fashion video, like it, and consider purchasing the item or not, the trend has passed you by, and a whole new one has emerged. From dressing like a coastal grandmother to embodying the clean girl aesthetic and embracing 2024’s obsession with the mob wife and eclectic grandpa styles, it’s clear we are facing a consumer fashion crisis, or what sounds like an identity crisis.

We’ve all been there before, it’s guilty pleasure. Purchasing a dress in the midst of winter with nowhere to go or walking out of the store with bright blue leggings, thinking you’re the next “clean girl,” only to discover they show sweat marks and never wear them again. These familiar stories not only make us victims of our guilty pleasures, but perpetrators of give away piles and next months landfill styles. We must hold ourselves accountable and consider the broader picture, taking into account the environmental crisis we are currently battling.

Instead of obsessing over giving singular outfits elaborate trend names, let’s stick to the basics and call them what they are. A longsleeve and jeans does not need to be labelled as “Scandanavian girl style.” It is simply a long sleeve and jeans! When we assign these excessive names to simple outfits, it creates a perception that the nature of that outfit is short-lived and must follow a one-way street of being in and then out, which fuels consumer desire for novelty. I believe one of the first steps we must take toward sustainable consciousness is to stop giving outfits trend names and instead, stick to calling them by their basic descriptions.

Secondly, let’s stop the scroll. With fashion accessible at our fingertips, we’re inclined to keep searching for more. When we see what we like, we scroll, when we see what we don’t like, we scroll. By minimizing our scrolling our habits, we can reduce the temptation for impulsive purchases. Personally, I’ve cut back on mindless consumption by scrolling less and curbing the online shopping. Many of us are guilty of filling our carts and scrolling through online stores because we are endlessly told by the media that we need new things. This behaviour fosters an overconsumption mindset. We need to ask ourselves, when will we have enough? We don’t need to constantly seek more or fill our time with mindless shopping. Instead, let’s focus on what we have and be mindful of our consumption habits.

Thirdly, as university students, we should capitalize on living with our friends. If you’re fortunate enough to be close with your housemates, you can share clothes with them, gaining access to multiple closets instead of just your own. Setting boundaries is important, but sharing clothes, especially “going-out tops,” is both cost-effective and sustainable. Additionally, I love participating in clothing swaps on a weekly or bi-weekly basis. With some friends, we swap sweaters or jeans for a week or two, allowing for more nuance in our wardrobe without breaking the bank. Another option is to sift through your closet and allow your housemates to go shopping in your old clothes!

This spring, embrace a more sustainable style by rediscovering the clothes you already own. Try out the clothing swap between you and your friends, and be mindful of how you spend your time. Spring is the perfect season to get outdoors and let new beginnings bloom. Hopefully you’ll use this spring as an opportunity to let your sustainable side grow!