How Tik Tok Has Changed Trend Cycles

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In March of 2020, the world shut down. We were forced to stay inside, and human contact was limited to our cellphones. The app that benefitted from our isolation the most was Tik Tok.

The pandemic was the catalyst for the rise of the infamous Chinese video-sharing platform, Tik Tok.

Tik Tok is a fast-paced hyper-stimulating app that gives you access to unlimited 15-30 second videos. The algorithms are designed to lock you in and endlessly scroll, which was perfect when you couldn’t leave your house.

“60 percent of TikTok users are female, and 60 percent of users are between the ages of 16 and 24” This data comes straight from TikTok.

The app heavily influences its users. Whether it be the music they listen to or the opinions they hold, however, today I’ll be talking about how it affects fashion trends.

Social media has always influenced the fast fashion industry, but the rapid trend cycle is unlike anything we’ve seen in fashion history.

Let me explain what I mean by “rapid trend cycle.”

Have you ever seen this dress?

Or

This?

These are good examples of trends that went from “chic” to “tacky” within a blink of an eye.

For example, popular Tik Tokkers will all be sent a shirt by a brand. Their audiences will think, “Wow, they look so good, I want to look like ____, so I need to buy this shirt.”

There’s nothing wrong with this. That is what “influencers” do. However, this is where it gets problematic. The shirt that the Tik Tokker was wearing will become “trendy,” and everyone will start buying it.

Once lower-income people are seen wearing this shirt, it’s considered “trashy” or, as some Tik Tok users say, “chuegy.”

And then the cycle continues, a new shirt, on a new pretty girl and then within a month, it’s embarrassing to wear.

This turnover rate for trends leads to insecurity and continual overconsumption. The self-hate fuelled by systematic classism causes young girls to chase the next trend and the next.

The majority of popular Tik Tokkers are rich white thin girls. Companies always use these girls for marketing their products as the secret key to beauty and popularity.

Most marketing schemes targeted at women are along these lines. Companies prey on the insecurities of women and shamelessly promote unachievable beauty standards.

But if we weren’t leaving the house in 2020, why would people care about fashion? Weren’t we all in our pyjamas?

Good question!

During the pandemic, not only did people watch Tik Toks, they made them. Tik Tok is the perfect storm of a social media platform. The virality rate is higher than any other platform and causes users to get addicted and entrenched in this idea of becoming “viral.”

If you’ve used Tik Tok, you’ve seen the ‘For you’ page. It’s where anyone can become viral. This chase for fame feels like a slot machine, but it’s actually very calculated.

Algorithms are in place to
a) keep you on the app
&
b) sell a product

Tik Tok wants you to be young, pretty, and trendy to be featured on the ‘For you’ page. They want you to be able to keep people watching and to sell a product.

Everyone wants to be an influencer, but you have to be ahead of the trend to be an influencer.

These young girls buy these outfits to wear them in a Tik Tok and be like their favourite popular creators. And once the outfit is deemed ugly or out of trend, the consumer is obligated to catch up and continue the cycle.

These ‘outdated’ dresses and shirts get trashed, and new trendier pieces are bought. This turnover rate is only becoming faster and faster and is getting targeted at younger and younger audiences each day.

The fast fashion trend cycle is not only a social issue of capitalist interest promoting classism, but rapid consumption also damages our environment.

Fast fashion brands like Shein, Zara, Urban Outfitters, and H&M, the list goes on…
These brands use trend replication in increasingly rapid production to keep up with the cycle Tik Tok has created.

Because these are worldwide enterprise chains, their stock must be high to keep up with demand, but when trends change in less than a month, all the unused inventory is dumped into landfills. The buying to trashing pipeline continues to increase in frequency.

The last thing we need to do in 2021 is add to global consumption and global warming.

https://www.tiktok.com/@vpettorelli/video/6959677796155149573?sender_device=pc&sender_web_id=6924475655456376325&is_from_webapp=v1&is_copy_url=0

Tik Tok brainwashes you into thinking you need to follow every new trend to have the life you desire. These new products are forced on you just when a song is constantly played on the radio. Eventually, you see it/hear it enough that you make yourself believe you like it, no matter your initial opinion.

I’m not expecting anyone to become a minimalist and be immune to marketing and trend cycles. However, what I’ve mentioned are good things to keep in mind next time you think you NEED a dress you saw on Tik Tok.

First, think about it, is it really you? Or is it just cute on a pretty girl? Often I see these beautiful women dressed in pieces I would never actually wear, but I’m convinced the piece is nice based on how a literal model looks in it.

Now think about the wearability. Are you buying this for a Tik Tok or an Instagram post? If so, is that Instagram post worth the cost of the environment after you throw the article away?

Let’s say you do end up buying one of these pieces that are now deemed ‘outdated.’ If you feel confident in it, rock it, Instead of throwing it away out of peer pressure. The only people who really care about what others are wearing are just insecure. I can also guarantee that the trend will cycle back as they always do, just like how our parents laugh at us wearing mom jeans and windbreakers.

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