The pace of these microtrends now matches that of fast fashion, or what’s now known as “ultra-fast fashion,” where digital shopping platforms like Shein can design and produce new styles in a matter of days to reflect what’s trending online. When a certain style or product goes viral on TikTok, that item will often be sold out by the time the video... See more

There’s a reason, for instance, that TikTok has declared not just a handful of but twenty-something aesthetics to be the next big thing in 2022: It’s because TikTok’s bread and butter is creating microtrends that flare up fast and die out faster. Whether or not they actually last (or exist in any meaningful way at all) is besides the point; as Kels... See more