This promotes the idea that clothing is just bought to be showcased, dismissed and replaced with something more on-trend. Instead of just promoting this week’s ‘must have’ trends and items, we are also shaming those who can’t keep up behind the disguise of calling it ‘cheugy’ or ‘camp’. Trend-researcher on Tiktok discussed the theory that ‘social media’s constant need for newness has turned trends into a form of entertainment. In under 15 years, clothing production has doubled, with the average consumer buying 60 per cent more clothing and using them for half as long. Before the rise in fashion in the early 90s, clothes were built to last which meant people generally brought less clothing. Though trends have always been around in the fashion industry, the issue of cycles becoming shorter brings concerns for sustainability into a much-needed conversation. This can explain the rise in popularity of low-rise jeans, layered shag haircuts and cargo pants as this marks around 20 years later from those iconic early 2000s trends. Commonly referred to as the ‘20-year rule’, the ‘Oedipus/Electra complex’ is a cyclical concept based on trends you saw your parents wearing is a style 20 years later you soon embrace yourselves when you’re older. However, the fashion industry is adjusting to a world where platforms like Tiktok have such control over these trends to the extent of them lasting mere weeks before being deemed outdated.

Whereas a micro-trend quickly rises in popularity and falls just as fast with a lifespan of 3-5 years.

Macro vs micro trends