Fashion Trends and the Rise of the Micro Influencer

However, a phenomenon that is fairly new is the rate at which clothing items enter and leave the trend cycle. Whereas 20 years ago, fashion trends were categorized by a 5-10 year time frame, now we’re seeing fashion trends come and go in a matter of weeks. 

If you’re not paying attention to these fashion trends, you might miss the newest and most popular outfit – but, ask yourself, is that a bad thing? 

With the average American throwing away nearly 70 pounds of clothing each year, increased trend cycles only further the negative environmental impact that the fashion industry has on our physical landscape. As each fashion trend comes in and out of popularity, millions of tons of textiles end up in landfills and can take up to 200 years to fully decompose. 

With these daunting statistics and undeniable facts about climate change, why do people still participate in fashion trends? The answer? Social media. 

Social media allows consumers not only to see the new items they could potentially buy but also watch the individuals who promote them. We are constantly being bombarded with new clothing items to buy with trendy catch phrases attached to them to pique our interests. With phrases like, “it girl outfits” and “hot girls wear __” we associate new clothing items as a staple of our worth and popularity. 

Our identity is increasingly being wrapped up in how we present ourselves on social media. Consumers will seemingly do anything to appear “on trend” to create the facade of a put together life. However, it’s not fully the consumer’s fault — our minds are being warped to believe that in order to have a fulfilling life, we must have the newest and most popular items. 

As social media platforms progressively become fully integrated into our day to day lives, micro influencers arise and with them, the increased desire for more “stuff.” 

Micro influencer: Someone who has between 1,000 to 10,000 followers on social media platforms. This individual has a niche following and typically has a more direct influence over their viewers and followers. 

Mega influencers like Bella Hadid or Kendall Jenner definitely impact consumers’ buying decisions because of their wide spread following and status as fashion influencers. However, I’d argue that micro influencers are even more impactful over the typical consumer because these social media stars are still regular people, and there’s plenty of them to fill your social media feeds. 

As you scroll through TikTok, you might come across videos labeled, “Zara haul” or “Best pants from ASOS” or “What I bought from H&M.” These promotional videos, whether sponsored by the company or not, heavily influence users’ buying decisions. There’s hundreds of videos like these all from different micro influencers, and it’s difficult to not fold under the pressure to be in the “it group.” 

Social media’s influence on self-worth and self-esteem continues to impact consumers specifically through this new avenue of fashion and online shopping. The more time people spend on social media platforms like Instagram and TikTok, the more likely they are to compare themselves to the individuals they watch. 

Honestly, what’s most concerning about micro influencers is the fact that they are still regular people, doing regular activities and living somewhat regular lives. Their content consists of videos like “what I wore in a week” or “back to school outfits” or “go shopping with me.” These videos and promotion of buying new clothes are attainable and tangible goals to the average person. 

These micro influencers put on the facade of a put together life through trendy outfits and aesthetically pleasing backdrops, so we believe that if I had that top or those pants, I would be happier just like they are. The issue is – that top that you so desperately want to own, is no longer popular two months down the road. However, a new top is now popular and if you want to stay on top of the trends and remain “relevant” you have to buy that one. The clothing that they promote comes from fast fashion brands that sell their clothing at cheap, “reasonable” prices which the average consumer can afford to buy. Thus, the cycle repeats on and on until your closet is full of trendy items that no longer hold any social worth or relevancy. 

The issue that we’re seeing is that Generation Z grew up on the internet, constantly connected to a global population with the ability to watch the lives of anyone who posts on social media. This means that our lives, personalities and values have been marked by social media’s influence. When we are bombarded with a multitude of aesthetics and looks, it’s difficult to form our own personal brand or style. So, when those trends go out of style, we no longer wear the items because they never truly represented us as individuals. We were merely following a trend that everyone else was following, and when the trend died out, we didn’t have an issue tossing the clothing to the side. 

Thus, we as consumers of both social media and online fashion contribute to the environmental damage of the fashion industry. Is the blame solely placed on the consumer? No. However, as consumers, we must be aware that our individual buying choices and increased spending habits detrimentally impact the environment around us. 

One potential solution to this micro trend phenomenon is finding your personal style. You don’t have to ignore the micro influencers or never follow fashion trends. However, you must figure out what your personal brand looks like and invest in good quality, durable clothing options. Current fashion trends can help you find your personal style but you don’t have to follow each of the trends to feel worthy. Your self worth is not wrapped up in if your clothing is on trend, and discovering clothing that makes you feel good and will last for years is crucial for your own well-being and the betterment of our planet.