There is no doubt that social media has taken the world by storm in the last two decades, altering the foundations of our everyday lives. From politics to sport, social media provides endless opportunities to develop and shape our global industries. And at the centre of all business opportunities that social media provides, increased interconnectedness has become evermore impactful to, most notably, the fashion industry.
The accessibility of social platforms means that anyone can create or view fashion content, thus diversifying the demographic of the industry.
This marks a notable shift from an industry once dominated by only elite fashion houses and designers to one that is now influenced by even the 'average' web user.
Before social media, the fashion industry revolved around what appeared in top fashion magazines like Cosmopolitan, Elle and Vogue each season and what was showcased on high-fashion runways.
Today, however, platforms like TikTok and Instagram give everyone a voice to share unique perspectives on fashion and show off their own personal style, resulting in a more authentic, individualised, and creative industry.
Thanks to the algorithms of such apps, even a single fashion related video can go viral and trigger a global demand, sparking a new trend.
Whilst this can result in a more accurate representation of society’s changing tastes, it has also led to the birth of ‘micro-trends.’
Where previously, fashion trends could last months or even years without going out of style, ‘micro-trends’ arise and fizzle out within a matter of weeks.
Just in 2024 alone we’ve seen multiple micro-trends.
From ‘office siren’ featuring messy buns, fitted shirts and blazers, to the ‘mob wife’ epidemic which saw the revival of leopard print and chunky, layered necklaces.
Even the ‘cowboy country’ craze early on in the year (following the release of Beyoncé’s studio album ‘Cowboy Carter’) where people sported denim and leather boots topped with cowboy hats.
Each of these micro-trends died down within a month or so, making way for the next look to hit the mainstream.
This fast paced trend cycle engages consumers and can boost profits, as people buy into looks to stay trendy.
However, there is added pressure on fashion brands to keep up with these rapidly changing trends yet still remain innovative and stand out amongst competitors.
Unfortunately, this speedy exchange of trends from consumer to company, has caused a surge in fast fashion.
Fast fashion describes the swift production of low-quality clothing that replicates designs and styles of big brands and independent designers.
The rise of micro-trends has led to a ‘wear once’ culture where people resort to fast fashion as they feel compelled to buy new clothes as the trends shift.
This creates an alarming amount of waste and harmful emissions, increasing the environmental toll of the whole industry.
So, ultimately, whilst social media has altered the fashion industry in many exciting ways by empowering creativity and spotlighting individual style, it is essential to balance its benefits by making sustainability in fashion a top priority.
We should continue to utilise these opportunities that social media provides the industry whilst striving for a more sustainable fashion future.
