Social media has become a leading force in shaping the fashion industry as we know it today. Powerful influential platforms such as TikTok, Instagram, and Pinterest—among others— have grown cult followings and taken center stage in determining how style is shared and consumed. In this sense, social media has helped drive the fashion landscape by turning everyday users into tastemakers while simultaneously allowing trends to spread like wildfire.
When exploring the growing trends shaped by fashion in the age of social media, we’re diving into how a new era of instant style has come about and how everyone—from influencers to everyday users—plays a role in this constantly evolving conversation. —Samantha Vecchiarelli
Influencer-Driven Trends
The art of being influenced has taken on a shiny new form with the rise of influencers and celebrities on social media. From hauls to unboxings and “GRWM” videos, social media stars are using online platforms to influence their audience’s fashion, beauty, and lifestyle choices. These trends are often also leading forces in determining what becomes “viral” or popular.
For instance, the Coach Brooklyn Bag went insanely viral earlier this year following a flurry of TikTok videos praising the bag, coupled with Bella Hadid publicly endorsing it from a celeb standpoint. This is a classic tale of an influencer-driven trend because TikTok stars took to the platform to share their individual experiences with the coveted accessory, causing it to gain virality both online and IRL. This bag then seemingly became an overnight sensation with the help of familiar faces sporting the design, and social media-backed shopping videos, styling tips, and unboxings contributing to the rise of its fame.
Microtrends
These super niche fashion moments are characterized by rapid trends circulating on social platforms such as TikTok or Instagram. As a result, they have a limited lifespan and can last anywhere from a few weeks to a few months, often because of the hyper-targeted aesthetic they possess.
Rapidly emerging fashion trends such as Y2K style or cottagecore are examples of microtrends that made a big impact on social media at one time or another. As a result, they inspired audiences to embrace this aesthetic for a period of time. However, they were subsequently short-lived because their niche elements did not appeal to the mass market.
Shopping Sustainability
Conscious consumption has become increasingly popular online following the rise of Gen Z on social media. As a result, people are looking to shop more sustainably when it comes to updating their wardrobes, and social platforms help to amplify this messaging. In fact, influencers are now taking to their platforms to share tips and tricks on how to avoid fast fashion, purchase from sustainable brands, and shop mindfully.
In this sense, sustainable trends such as thrift shopping, supporting transparent brands, and creating DIY fashion moments are on the rise. This notion of shopping sustainably also ties into a broader conversation about how the fashion industry is one of the most environmentally harmful sectors globally. In this regard, the promotion of more responsible consumption is being heavily talked about online to foster a shift in consumer culture, all the while encouraging a more circular fashion ideal.
Brands are also using social media to their advantage by communicating their commitment to transparency and values. This is often done through sharing sustainability scores, certifications, or stories about their product’s life cycle journey.
Diverse Representation
The rise of social media over recent years has also highlighted the human craving for authenticity in the fashion industry. Real representation in the form of inclusivity, racial and ethnic representation, and age diversity has helped redefine fashion norms and create a space for amplifying marginalized voices.
American Eagle, SKIMS, and Nike are just some of the brands that embody the trend of diverse representation through the promotion of their products. This has helped fashion become more accessible to all in that it spotlights new perspectives on style.
This new sense of empowering people to challenge previous standards has also sparked a widespread trend in the industry thanks to social media’s growing platforms. Now, more than ever before, people can take to social media to embrace and share this message of inclusivity, which allows those to feel seen, valued, and represented.
Personal Branding
Social media is all about creating your own brand. This is why personal branding is a growing trend and these platforms are a must-have tool for individuals looking to carve out a unique identity and influence within the fashion world. Since Pinterest, Instagram, and TikTok have global audiences, this offers individuals a multitude of social platforms that they can use as a digital runway of sorts to demonstrate OOTDs and style tips, among other things.
Influencer culture has heavily influenced personal branding as a top trend, in which social media stars have the power to define their story and build a global presence. This commitment to self-expression by creating a fashion-focused personal brand gives creators the opportunity to share insights with their audiences through thoughtful videos, photos, and curated feeds. As a result, personal branding goes beyond a trend, in which users are inspired to create and maintain a sense of individuality.
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