The trouble with microtrends

18th February 2022

Dorota Dziki outlines the harms caused by the rapid trend cycles perpetuated by Youtube and Tiktok. Microtrends, or short-lived trends, are a plague on the fashion industry, reinforced by huge try-on hauls popular on TikTok and Youtube. Thanks to fast-fashion brands such as Shein, AliExpress and Pretty Little Thing, dupes of expensive and excessive amounts ...