Fashion Trends Revolution: How Social Media has Altered Trend Lifecycle
Dive into the whirlwind of fashion trends, propelled by the social media orchestra. Explore the shift from trickle-down to trickle-up theory, witness the journey from influencers to runways; and discover how brands navigating the chaos can embrace sustainability amidst the rapid rise and fall of modern fashion.
Social Media has Altered the Trend Lifecycle & Here’s how:
Trends have always danced on the catwalk of fashion history, but in the last two decades and more, the tempo has reached a fever pitch. In this exploration, we delve into the intricate web spun by social media, shaping the virality of trends and dramatically altering the lifespan of fashion statements.
Gone are the days, where major household brands set the trends by the release of their new Summer/Spring Collection or your favorite celeb was spotted in flip flops and suddenly we all wanted to leave our houses the same way. Now Social media has put the masses at the forefront of modern trends, and any of your favorite influencers can be the new IT-girls/boys of the next buzzing trend.
The Social Media Pioneers: Influencers and Trend Virality
As mentioned, the curtain now rises with social media influencers stepping into the spotlight as the contemporary trend performers. From TikTok dance moves, to fashion forecast videos, and to Instagram fashion hauls, these digital pioneers dictate what’s in and what’s out. The runway isn’t where it begins; it’s the seamless, curated feeds of everyday trendsetters.
Trends in our new age now seem to be triggered by mass conversation fueled by pop culture references. This, BOF (Business of Fashion) highlights in a July 2023 article on The Life Cycle of a Viral Fashion Trend: “Today, the construction of trends happens more like a conversation, where social media users, consumers, brands, retailers and celebrities play off each other”.
Often times, trends can be sparked to life through cheerful banter of our favorite influencers posting a ‘Yes or No’ video or the occasional ‘Get ready with me’ videos, showing off their fashion pieces that impact large amounts of their audiences. The likes of Remi Bader, Tanya, Monet Mcmichael, Gstaad Guy, and Wisdom Kaye, all within their respective niches of fashion, beauty, and lifestyle have gripped the attention of major brands due to their viral content and infectious styles.
Yes, we can’t still ignore the roles of celebrities in shaping the next viral trends we adopt. I mean, Sofia Richie was a huge trigger of the ‘minimalist girl’ and ‘quiet luxury’ core trend of last year after footage of her plush wedding left the internet gasping in awe.
The Broken Wheel of Trend Adoption: Shifting to Trickle-Up and Trickle-Across
In their article: The Life Cycle of a Viral Trend, BoF, explains the new parallel swing in trend adoption: “It’s a shift away from the old trickle-down effect. We’re no longer waiting for luxury brands to show a trend or relying on the runway to start it,” said Kayla Marci, an analyst at retail intelligence platform(Edited).”
Breaking down the traditional trickle-down theory, social media introduces a new rhythm — the trickle-up and trickle-across effect. No longer do trends merely cascade from elite designers; as mentioned by BoF, they surge from the masses, flowing across and up, giving every trend a democratic chance to shine. However, this shift in power dynamic, not only affects how long a trend stays on the radar of Millennials and Gen Zs but it also leaves brands playing catch-up to the whirlwind.
Lifespan of Viral Trends: Fast Fashion’s Rise and Pressure on Brands
As trends rise and fall at warp speed, fashion brands find themselves in a perpetual game of catch-up. The pressure to stay ahead fuels the ascent of fast fashion, sacrificing quality for quantity. The cycle accelerates, leading to a constant churn of trends and a detriment to the environmental footprint of the fashion industry.
Fast fashion market value forecast worldwide from 2021 to 2027 by Statista:
The above graph from Statista, demonstrates that fast fashion is expected to still amass over a 100 billion dollars in the next three years and more.
Sustainable Shift: Embracing Timeless Fashion and Thrifting
Amidst the chaos, a silver lining emerges. Consumers, bombarded by rapid trends, are becoming more environmentally conscious. Gen Z pioneers the “Thrifting” movement, opting for timeless pieces over fast fashion.
The solution to the chaos lies in slowing down, embracing sustainable practices, and fostering a mindful shift in consumer behaviour.
Navigating Chaos with Conscious Adaptation
In this fast-paced fashion symphony orchestrated by social media, the key to survival lies in swift adaptation. Brands must ride the waves of ever-changing trends while becoming guardians of the environment. The future belongs to those who harmonize with the chaos, staying afloat in the tidal wave of fashion trends with a conscious, sustainable approach.
©Christabelle Alily,
CPD accredited Professional Content Writer.
