MICROTRENDS: What They Are & Where They Came From

Photo by Ytalo Marcos

Trends Moved Slowly Through History

Throughout the course of history, we have seen the waves of fashion trends - from Regency Era empire waist gowns to the basque-waisted styles of the Victorian Period. Styles have come and gone, often influenced by royalty or individuals of high status. As modern society gradually introduced quicker means of communication, travel, and mass media, fashion trends began to evolve at an unprecedented pace. For example, within the span of forty years, American fashion shifted from the floor - length, modest gowns of the 1900s to the shorter hemlines, pencil skirts, and more revealing silhouettes of the 1940s. This rapid change was a direct reflection of societal shifts, economic changes, and the growing influence of film and pop culture.


The Influence of Digital Communication & Media

In the 2020s, fashion trends have begun to change almost yearly — and sometimes even monthly — due to the rise of social media platforms like TikTok, Instagram, and Pinterest. The term microtrend has emerged to describe fleeting styles that gain popularity quickly online but fade just as fast. For instance, the cottagecore aesthetic dominated much of 2020, romanticizing rural life with flowy dresses, floral prints, and soft, vintage-inspired looks. By 2021, this was replaced by dark academia, Y2K revival, and clean girl aesthetics — each one trending for a few months at a time.

These rapid shifts are no longer dictated solely by designers or celebrities, but by influencers, algorithms, and virality. What’s popular today may be passé tomorrow, creating an overwhelming cycle of consumption and disposal. Fast fashion brands capitalize on this pace, producing inexpensive replicas of trending items within weeks. While this democratizes fashion in some ways, allowing more people to participate in trends, it also raises concerns about sustainability and the loss of long-term personal style. According to University of Pennsylvania's Environmental Innovations Initiative, these digital-era trends exist outside the traditional 20-year fashion cycle and are largely driven by the speed and influence of social media. The acceleration of these microtrends is contributing to overconsumption and unsustainable production models.

The Rise & Fall of Microtrends

Microtrends, characterized by their brief popularity and rapid decline, have become a defining feature of modern fashion. Unlike traditional fashion cycles that spanned years, microtrends can emerge and fade within weeks. A thesis from Southeastern University by Katelin Callery explains how social media accelerates the fashion trend cycle through the lens of Roger's Diffusion of Innovation theory, showing that what once took seasons to catch on can now peak and fade in a matter of days.

A study by Arizona State University further confirms this impact, highlighting how social media marketing tactics influence consumer behavior, especially among younger audiences. University students, in particular, are shown to be highly responsive to fast fashion brands promoting affordability and trendiness.

The Inspiring Shift Towards Personal Style and Sustainability

In response to the rapid turnover of trends and the negative impacts of fast fashion, there is a growing movement towards cultivating personal style and embracing sustainability. Consumers are increasingly seeking timeless pieces that reflect their individuality, rather than chasing fleeting trends.

This shift is evident in the rise of secondhand shopping, clothing rental services, and the popularity of minimalist fashion. By focusing on quality over quantity, individuals are making more conscious choices that align with their values and reduce their environmental footprint.