There is no doubt that social media has taken the world by storm over the past 20 years and changed the basis of our daily lives. From politics to sports, social media offers endless opportunities to develop and shape global industries. And, at the heart of all the business opportunities that social media offers, increased interconnectivity is having a growing impact on the fashion industry in particular.
The accessibility of social platforms means anyone can create or view fashion content, diversifying the demographics of the industry.
This marks a significant shift from an industry once dominated only by elite fashion houses and designers to one that now affects even the “average” web user.
Before the advent of social media, the fashion industry revolved around what appeared each season in top fashion magazines like Cosmopolitan, Elle, and Vogue, and what was shown on high fashion runways.
But today, platforms like TikTok and Instagram give everyone a voice to share their unique perspective on fashion and showcase their personal style, making it look more authentic and unique. A creative industry was born.
Thanks to the algorithms of such apps, even a single fashion-related video can go viral, sparking global demand and sparking new trends.
While this allowed for a more accurate representation of changes in social tastes, it also led to the birth of “microtrends.”
Previously, fashion trends could last for months or even years without going out of style, but now “microtrends” arise and disappear within weeks.
In 2024 alone, we saw multiple microtrends.
From the “office siren” style, which featured messy buns, fitted shirts, and blazers, to the “mob wife” trend, which saw the return of leopard print and chunky stacked necklaces.
There was even a “cowboy country” craze earlier this year (after the release of Beyoncé’s studio album “Cowboy Carter”), where people wore cowboy hats, denim and leather boots.
Each of these microtrends disappeared within a month or so, making way for the next look to enter the mainstream.
This fast-paced trend cycle attracts consumers and can increase profits as people buy fashion to stay on trend.
But fashion brands are under added pressure to keep up with rapidly changing trends while remaining innovative and standing out among their competitors.
Unfortunately, the rapid exchange of trends from consumers to businesses has led to the proliferation of fast fashion.
Fast fashion refers to the rapid production of low-quality clothing that replicates the designs and styles of major brands or independent designers.
The rise of micro-trends has created a “wear it once and wear it” culture where people rely on fast fashion as they are forced to buy new clothes as trends change.
This generates alarming amounts of waste and harmful emissions, increasing the environmental burden of the industry as a whole.
So, ultimately, while social media has changed the fashion industry in many exciting ways by enhancing creativity and putting a spotlight on personal style, it is important to make sustainability in fashion a top priority. It is essential to balance the benefits.
We must continue to take advantage of these opportunities that social media offers the industry as we strive towards a more sustainable fashion future.
