The Impact of Hyper-Fast Trend Cycles

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Long gone are the days when, as Meryl Streep said in “The Devil Wears Prada,” everything we wore and wanted to wear was ‘selected for us’ by an elite of editors and stylists. Today, algorithms pick for us. Trends like last year’s ‘Balletcore’ or ‘Quiet Luxury’ are prime examples of this new landscape: they took off on TikTok and quickly made their way into runways and stores. Many have their origins on forums or platforms that rely heavily on community (Tumblr, for example), and some had been brewing there for years before reaching any other platform. A single image or product is often enough to sprout the craze: Bottega Veneta’s sardine bag or Sandy Liang’s bows on everything led the ‘Sardinecore’ and ‘Coquette’ trends, respectively, in 2023. 

Within platforms like Instagram and TikTok, these so-called micro-trends are everywhere, and their influence is hard to dodge. As users, we play a dual role in their proliferation: we’re both the trendsetters and the consumers. With every like, comment, and share, we help them spread as they cater to other users with similar interests. Once ‘picked by the algorithm,’ the app thrusts them into the spotlight and, just a few weeks later, into the storefronts of mainstream brands. 

The dominance of algorithms raises questions about individuality, creativity, and the structures shaping our tastes. I will be investigating the mechanisms and implications of algorithm-driven trendsetting on consumer behavior, fashion industry dynamics, and cultural homogenization, and diving into how brands can navigate this ‘new’ landscape of virality and if they really need it in order to succeed.

Table of contents: 

1. What are algorithmic feeds?

2. Balancing trends with brand authenticity

3. How trends mold consumer perceptions of self

4. How can brands balance trends with sustainability efforts

5. Closing thoughts

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