Microtrends are short lived trends that last about a month as opposed to a season. They are often influenced by social media and fast fashion brands like SHIEN, Urban or H&M. These trends take over for a few weeks and then disappear just as quickly as they went viral. It might seem harmless, but in reality microtrends have the potential to kill our environment, as well as our sense of individuality.
One of the main problems with microtrends is their impact on the environment. Microtrends are the child of fast fashion, people see something that they believe they must have, buy it from a fast fashion company and then throw it away after a month or two. Fast fashion companies build their empires by spending as little money as possible and producing obscene amounts of clothing. According to statistics provided by TheRoundUp.org in March 2024, around 100 billion fashion items are produced annually, 92 million tons of that end up as waste, and 87% end up incinerated or in landfills. What is even more shocking is that only 1% of clothing will be recycled into new garments.
If a person wants to save money by buying inexpensive items, they would have to frequently purchase them because of the poor quality that causes these garments to break within a few weeks. Not only are the products poor quality, but the workers that make them are underpaid and overworked. In reality, if someone were to spend $30 on a shirt that lasts 2 years, they would get more for their money than a $10 shirt that only lasts two months.
Historically the purpose of fashion is self expression, it is creativity and art. Fashion is history, culture and power. What people choose to wear is a representation of who they are and where they came from. For example in ancient Egypt, pleats – like the ones found on many skirts – were a symbol of class and luxury. Every garment worn has a rich history of where it came from and what it symbolizes, even the subconscious mind makes decisions about people based on how they are dressed.
How can someone possibly express themselves when they are simply copying others? Microtrends can get people so invested in having the new cool thing that they stop thinking about what they actually want and instead let themselves be controlled by capitalism. Each and every person has the potential to develop their own sense of style, regardless of what is trending.
To those who want to limit their consumption of fast fashion, support small businesses, go thrifting or make your own clothes. Be your unique self unapologetically and wear what makes you happy!
References
Goodwin, J. (2018, October 28). The history of pleats and couture. Julie Goodwin Couture. Retrieved October 16, 2024, from https://www.juliegoodwincouture.com.au/the-history-of-pleats-and-couture/
Ruiz, A. (2024, March 18). 17 Most Worrying Textile Waste Statistics & Facts [2024]. TheRoundup.org. Retrieved October 16, 2024, from https://theroundup.org/textile-waste-statistics/
