TikTok microtrends are seen everywhere from SHEIN to Marc Jacobs; brands embrace these subgenres to appeal to the younger demographic, but the clash between authenticity and fleeting trends is raising eyebrows: can microtrends and luxury houses co-exist?
Marc Jacobs, Anna Sui, Marine Serre and many more high fashion brands are taking cues from the coastal grandma, cottagecore, and indie sleaze communities.Social media has always played a role in fashion — it’s how most people tend to keep up with current trends or discover new brands nowadays. Instagram, for example, has turned itself into a shopping app, as fast as fashion brands all over the world are turning to social media to find inspiration for their lines.
According to TikTok, the hottest style right now is “coastal grandma”, inspired by relaxed, oceanside minimalism and lots of linen. Before that, it was “avant apocalypse”, which consists of utilitarian, monochrome and minimalistic, goth-style dressing. And before that, it was “twee”, a retro-feminine style heavy on Peter Pan collar shirts and colourful tights. Tomorrow, it might be “royalcore”, “winter bimbocore” or “Gorpcore”.
While there is no singular definition, microtrends are typically fashion trends that are only popular for short periods of time.
With a user base of nearly 1.8 billion, designers and merchandisers at all sorts of brands feel compelled to pay attention to what’s trending on the platform. For example, J.Crew promoted its linens using the “coastal grandma” hashtag on Instagram and the post saw some of the highest engagement that month, says chief marketing officer Derek Yarbrough. Aéropostale and River Island have used the term “cottagecore” in their email blasts.
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