The Short Life of a Trend
- Natalia Grynczel
- Oct 27
- 4 min read
Why do trends nowadays disappear within a week? Why are microtrends destroying the meaning of fashion?
Then and now
There was a time when fashion had only two seasons —spring/summer and fall/winter. New collections of clothes were coming out twice a year, so designers had much time to refine new pieces. Access and demand for trends increased throughout the 21st century, so the rise of fast-fashion production made it possible to create and sell a much larger volume of clothing. Nowadays, when it comes to mass production of clothes — known as fast fashion — we can buy many more items at lower prices. There are still two main fashion seasons, but by the 1990s, the trend cycle had sped up (pioneered by brands such as Forever21 and Zara) and began producing clothing in over 52 microseasons per year. Research shows that the average person in the US in the 1970s bought about 25-30 pieces of clothing per year (during the era of two fashion seasons), while today this number is up to 50-70 pieces per year. That's remarkable growth. Trends back then lasted for months or even years. Nowadays a trend can die within a few days, however.
New trend every week
To understand how our society has damaged the meaning of fashion, you have to get to know the life cycle of a trend. First comes the introduction phase, when a new trend emerges, typically from high-fashion runways or influential designers. At this phase, the trend appeals mainly to a niche community and remains rare. Next is the
rise, when it gains visibility and traction, often thanks to influencers and celebrities. Then comes the peak, when the trend reaches its height of popularity, becoming widely available across major retailers and embraced by mainstream consumers. The following phase occurs when consumers grow tired of seeing the trend everywhere and oversaturation sets in. The phase is called the ‘decline’. The last part is obsolescence; the trend fades out of mainstream fashion. At that point, it’s considered out of fashion, outdated or embarrassing, so people don’t wear it anymore. Nowadays, this cycle has sped up so much that one fashion trend can last as little as a week — or even less. It’s unbelievable how quickly we get overexposed and lose interest, unable to sustain any trend for longer than a few days. Microtrends leave behind piles of unworn clothes and destroy the sense of timeless fashion.
So why do people buy so much clothing?
Why do you need 10 black T-shirts or 15 dresses for different occasions when you don't even wear them all? We have the privilege of buying new things when we feel like it. There are countless ways to buy new clothes. You don’t even have to leave your house; you can just open the online shop and order everything that you need (or don’t need). We live in such a consumer culture that teaches us to buy new things every day just to fit in the latest trends. Overconsumption is normalized or maybe even romanticized in our society. We see many attractive new pieces that our favorite influencer has and we just feel envious. People nowadays feel that urge to constantly have new clothes or cosmetics that are trendy on the internet even when they absolutely don’t need them. In today’s digital age, following the trends strengthens the sense of belonging and social approval. We crave that social validation and that anxiety motivates us to buy more, to feel more fashionable and confident about ourselves. Microtrends exacerbate the problems of purchasing clothes that we would never buy were they not fashionable.
The downfall of a good quality
As the number of clothing sales increased, quality declined, which made the clothes wear out faster and forced people to buy them more often. To reduce the price of the products, big fashion chains had to lower the production cost, which contributed to the decline in quality. This is called fast fashion. In order to produce many goods, the brands aim to use the cheapest materials. The environmental impact of fast fashion is complex. Firstly, the United Nations Environment Programme (UNEP) said that fashion was responsible for up to 10% of annual global carbon emissions. Moreover, overusing oil-based textiles like polyester means that brands rely on fossil fuels to create new products. As we know, polyester doesn’t biodegrade and sits in landfills and water systems, shedding microfibers over time. Microfibers end up in water, threatening ecosystems. Polyester is a low-quality material, so after a short time we notice our clothes losing shape and strength. The short life of a piece of clothing promotes the emergence of microtrends.
In conclusion
The rapid pace of microtrends reflects our society’s obsession with novelty. Fashion, once an art form and a way to express individuality, has turned into a cycle of endless consumption. Slowing down and choosing quality over quantity might not only save our planet but also help us rediscover what fashion truly means.
Page design: Nadia Michalik
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