Staying Sustainable in the Age of MicroTrends

First of all, what is a MicroTrend?

In the past, fashion trends used to span entire seasons—Spring/Summer or Fall/Winter. But today, trends come and go in a matter of weeks, with new styles being pushed at us constantly. This rapid turnover means more clothes end up in landfills and more profit for manufacturers who often disregard the environmental impact. Many brands even resort to greenwashing, using misleading eco-friendly claims to ease consumers' guilt and encourage more buying, all while continuing to fuel the cycle of fast fashion.

Where do they come from? 

Couture designers create their collections, only for fast fashion manufacturers to swiftly replicate and mass-produce them. These designer-inspired "copycat" styles trickle down to retailers like H&M, Zara, Urban Outfitters, PacSun, GAP, Forever 21, Shein, and many others where they’re eagerly snapped up by consumers. 

The link between TikTok & consumerism 

Think about the videos that pop up on your TikTok feed. How many of them are TikTok Shop promotions or influencer brand partnerships? If your For You Page is anything like mine, the answer is probably quite a few. Today, we are led to believe that we can never get enough. You need this product to be pretty. You need this product to fix your finances, you need this product to get a girlfriend, etc. It's bs (pardon my French).

We should be consuming far less.

Thrift & Donate

Thrift stores are experiencing a major resurgence, especially among younger consumers who are increasingly focused on environmental preservation. In-person thrift shops, along with online platforms like Depop, Curtsy, and Poshmark, have made reselling clothing a more attractive option than throwing it away. 

Personally, I’ve been making an effort to donate, sell, or repurpose my old clothes. And if I need something new, I always try to thrift it before turning to a retailer.

Think about it, like actually 

Stores strategically merchandise their products to tempt consumers into buying more. Just think about the displays near checkout counters at places like Nordstrom Rack or TJMaxx, or the allure of rewards programs and points. That’s why, before I make a purchase, I stop and evaluate:

- Do I need this or do I want this?

- Will this significantly improve my quality of life?

It’s a small way to stay mindful in a world that constantly pushes us to consume.