These days, even if you scroll down TikTok, you’ll see at least one sales floor or many “sets of the day.” Now brands are looking to keep their products on trend, free up PR budgets, and get the most influential people interested in their new lines.

And when the right video reaches the right audience, it lights up.

Your everyday line is not the only thing that can enter this art nouveau playground. Designer brands like Prada and Yves Saint Laurent are seeking popular TikTok creators as ambassadors. Not only have these luxury brands started streaming Parisian fashion shows on their platforms, they’ve also started scouting for models, making reaching the younger generation more important than ever: the people who use TikTok.

Since TikTok took off during the height of the COVID-19 pandemic, offering people food ideas, book recommendations, dancing, and more, it has spawned a new generation of microtrends.

One day, the new UGG Ultra Mini Boots will be your new must-have fall footwear. The following week, adidas Samba took casual footwear to the next level. A $300 denim skirt could be a wardrobe staple next month. This fancy revolving door is neither sustainable nor good for your bank account.

Traffic volumes are holding up despite record inflation and economic instability. When a small, country-sized package of Arizia arrives at an influencer’s doorstep, you don’t expect rent or food prices to skyrocket… although they certainly don’t.
Let me be clear, I’m not disrespecting you for your soap dish, and I’m not ashamed that you built a toilet to your liking. I am an avid shopper myself and have fallen victim to many TikTok trends. We want to encourage smart and thoughtful shopping.

Focus on smart.

Introducing a relatively new trend in the fashion industry: the creation of capsule wardrobes. Brands like Djerf Avenue, Guest in Residence, Helsa, Outdoor Voices, Reformation and Girlfriend Collective help their customers find sustainable and ethical sources and have come up with a single product purchase request. produced and use it forever.

These designers see celebrities wearing expensive stuff, TikTok is obsessed with it, and fast fashion brands like Shein and Zara can only be found in thrift stores and donation boxes, I hastily did an imitation. months later.

The creative son of supermodel Gigi Hadid, a guest at the residence, is ready to create “future family heirlooms.” The Girlfriend collective makes sportswear from used and recycled water bottles, fishing nets, and rags. The Reform encourages buyers to return purchased clothing and make new clothing from old materials.

The goal of brands is no longer to mimic trend cycles and reproduce them. In the United States alone, more than 16 million tons of textiles are discarded each year, most of which ends up in landfills. target now? Save the planet and create timeless creations.

The next time you scroll through the “For You” page, be sure to ignore the following video that claims the jacket they’re wearing is a must-have this season, or look to another used source to find a doppelgänger.

There is much more to retail therapy than choosing to “control the order” after a difficult week. This may mean that you are aware of what you are consuming and are happy with the steps you are taking to protect the environment.

TikTok has definitely revolutionized the fashion industry. Consider the scene in The Devil Wears Prada where Miranda Priestley lectures Andy Sachs on the roots of her fashion choices and sky blue sweater heritage. The choice of accessories and clothing we make today is unlikely to have been solely determined by TikTok.

So the platform has given us microtrends that are fun but not sustainable, and a form of creativity that knows no limits, self-expression to the highest degree, and most importantly, generation after generation.

So say goodbye to excessive consumption and hello to the perspective of the level of Miranda Priest.


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