What do Social Media Micro-trends tell us about the Sustainable Fashion Industry?
It’s no secret Instagram is currently dominating the fashion industry. There are hundreds of thousands of fashion influencers surfing the gram daily, trying to make their mark on every trend. If you don’t follow many fashion influencers, their usual activity is posting content related to fashion, with hopes to popularise and promote a certain fad or brand. But how is this changing the fashion industry AND the sustainable fashion industry?
The key significance we’re seeing from this new digital norm, is that trends and styles are not always being forecasted by the high-end runways from brands like Gucci and Alexander Wang. For years, trends have trickled down from the top to the bottom, but now the switch has flipped. Consumers are trusting influencers to decide the latest craze.
As we all know, social media is extremely extensive and fast-paced. Due to this ever-changing nature, it was predictable that fashion trends created through the internet were going to reflect the same quick turnaround. And that’s exactly what’s happening, micro-trends are not lasting years anymore, in fact, some trends are now only hyped for a couple months. I guess that’s why they call them micro-trends.
Now you may be thinking… this is the opposite of what we want in sustainable fashion. Correct, it definitely is the culprit of the dreaded concept of newness and encourages excessive consumerism. However, there is some good to come from this. We are seeing a rise in consumers and influencers using Instagram to gain popularity around sustainable businesses. They are using micro-trends to indirectly help spread awareness and education of the importance of slow fashion. As a result, more people are making an effort to support these businesses. So whether it’s a trend or not, there is a positive side too.
You may have heard of the brand House of Sunny. They’re a UK company that strongly believes in producing small sustainable collections. If you have heard of them, I can almost guarantee it was in the last two years or so. House of Sunny was established in 2011, but gained significant popularity in the beginning of 2020 and this is all thanks to micro-trends circulating the internet. This is a great example of how these micro-trends can make a positive impact.
If you’re after some sustainable fashion influencers. Here’s a small list of our favourites:
Trends will always rise and fall, so let’s be a team and keep the good ones around a little longer than the rest.