How Social Media Is Changing the Game

Fashion trends used to be dictated by designers, runways, and magazine spreads. Now? A viral TikTok video can catapult an niche aesthetic into mainstream fashion overnight. With the rise of emerging social media platforms, trend forecasting has shifted from elite fashion houses to everyday influencers and micro communities

So, what actually determines clothing trends today, and how is social media playing a massive role in this ever evolving cycle? Let’s break it down.

Historically, trends were set in a top down manner. Designers showcased collections at Fashion Week, celebrities wore them, and then fast fashion brands trickled them down to the masses. This process often took months, if not years. Magazines and fashion editors acted as gatekeepers, deciding what was “in” and what was “out.”

In recent years though the power has shifted. Instead of fashion trends being dictated by a few industry elites, social media has democratized fashion influence. 

Platforms like TikTok, Instagram, and Pinterest have sped up the fashion cycle. What used to take seasons to catch on now takes days. The “mob wife aesthetic,” for example, exploded in early 2024 thanks to a surge of viral videos featuring fur coats, oversized sunglasses, and red lips. One influencer’s take on a trend can spark a domino effect, making it mainstream in a matter of weeks.

Social media fosters niche fashion communities that create their own trends. Whether it’s “coastal cowgirl,” or “clean girl aesthetic,” these micro trends thrive in digital spaces where people engage in very specific fashion trends. Platforms like Pinterest and Instagram’s Explore page further highlight these aesthetics, introducing them to wider audiences.

Instead of celebrities being the sole tastemakers, influencers now play a huge role in trendsetting. Creators with niche followings can introduce styles that resonate with their audience. The rise of “dupe culture” (affordable alternatives to luxury pieces) is a direct result of influencers sharing budget friendly fashion finds.

Another dynamic that's shifted is that users are no longer passive consumers, they’re active participants. Brands engage with their audience through polls, comment sections, and real time feedback, allowing customers to shape trends. Social media’s interactive nature means that what gains traction is often directly influenced by consumer response.

While this sounds great, there also is a bigger issue of overconsumption and ultra fast trends. Social media has made fashion more inclusive and accessible, meaning fast fashion is on the rise and contributes to environmental concerns. Ultimately, styles that go viral today might be considered “over” in just a few months, leading to this phenomenon. 

As social media continues to evolve, so will the way fashion trends emerge. Social media, influencers, and even virtual fashion in the metaverse are all playing a growing role in trendsetting. One thing is certain, fashion is no longer a one way street. It’s a conversation, shaped by millions of voices, one viral post at a time.