Ciara Purton dissects the effect of microtrends
Have you heard of the ‘clean girl aesthetic’? What about ‘office siren core’? Or ‘barbie core’? Or even ‘coastal grandparent core’? If so then you may already know about microtrends – which have, in recent years, started to dominate the fashion scene and fuel fast fashion companies such as Primark, Shein, and Zara. But what is a microtrend and why are they a problem?
Put simply, a microtrend is a way of styling clothing and accessories that gain popularity on social media and influence the way millions of people across the world dress. However, despite their apparent popularity, microtrends are usually short-lived and peak rather early into their success before fading out of relevance (or occasionally making reappearances), thus making them ‘micro’.
With the seasons of autumn and winter approaching, the microtrend of ‘Frazzled English Woman core’ is bound to make its reappearance. Inspired by movies like ‘Bridget Jones’ and ‘The Holiday’, the ‘Frazzled English Woman’ aesthetic is represented by warm layers, untidy hair, hats with pom poms on the end and not always having everything together, all wrapped up in a cosy scarf and a pair of Uggs. Not only is this microtrend perfect for the colder months, but it also allows women to feel fashionable, whilst being appropriately dressed for the season. One thing I personally love about the ‘Frazzled English Woman’ aesthetic is the emphasis on not having to look perfect and made up every day, balancing style and comfort, with the messiness and ‘imperfectness’ of the look making up the aesthetic and allowing for experimentation with colours and layers.
However, it is difficult to predict which microtrends will come back -modified or the same- making the come and go nature of microtrends problematic as many people are influenced to purchase apparel that they are unlikely to wear again after the trend has passed. Take, for example, ‘mob wife core’, an aesthetic trending from about late 2023 to early 2024, which Harpers Bazaar says is characterised by “fur coats, flashy jewelry, sunglasses, tight dresses, and dark colors”. This trend was a brief fad, mainly popularised by social media such as TikTok and Instagram, and after its decline in popularity many people found themselves with clothing items that they were unlikely to pair together again, and potentially never even use again. ‘Mob wife core’ could also be seen as an example of a microtrend that pushes unrealistic or unhealthy beauty standards. Unlike ‘Frazzled English Woman core’, the aesthetic relied on this perfected glamour making the trend potentially harmful for those who would struggle to attain those beauty standards.
Many microtrends are purposely fabricated by fast fashion companies in order to sell more products, making the two entwined with one another so that one cannot exist without the other. With the shortening attention spans of people, the fashion industry at this moment in time relies on these microtrends and fast fashion to keep it moving. When a new microtrend starts, pressure is placed upon businesses to create apparel to fit these trends and fast fashion companies -such as Zara, Primark, and Shein- can profit from their ability to quickly make large quantities of cheap and convenient clothing and accessories in response to trends. Microtrends fuel the success of these companies, leading to environmental and ethical problems as well as the waste of lots of materials.
So are microtrends good or bad? Unfortunately, it is not that black and white: while microtrends are able to show people new aesthetics and styles as well as encouraging people to experiment and express themselves in new and creative ways, they are also devices of capitalism and can push unrealistic beauty standards, promote conformity, reduce individuality, and persuade people to spend money on unnecessary clothes that will ultimately fade in purpose. It is up to you, as a consumer, marketing target, and media-user to decide whether or not to play into these microtrends. Be mindful of where you are sourcing your clothes and their implications for the planet, as well as consider whether or not you are being true to yourself.
