Since the beginning of the decade, the 2020s has developed its own aesthetic and style – as most decades have – but due to the rise of social media trends are portrayed very differently than how they were ten years ago.
Obviously social media trends aren’t a new thing. In the 2010s fashion and accessory choices mainly stemmed from Instagram or Tumblr feeds and TV show characters, but now things are different. Buying trending items – often known as “doom spending” – can often feel quite forceful or manipulative. “You HAVE to get this viral product! Run don’t walk!” and the viral product in question will either be completely out of your budget, or a cheap fast fashion dupe that will fall apart or break the second it arrives.
TikTok shop sellers (ugh) in particular seem to be a driver of this strategy. I mean, good for them if they’re getting paid for it, but often they use…unusual techniques to promote their products. For example, just last week I saw a video of a man promoting a £2 push up bra by using it on himself. Or they’ll say something like “This product is literal pennies today, buy now!” and then I’ll click on it and it’s like £15. So, definitely not pennies.
And if it’s not that then it’s being created with AI. Obviously. Another new form of video that’s appeared on my feed recently is people taking photos of clothes they see in retailers like Zara or H&M (with code included) that are clearly generated by good old ChatGPT. But then I’ll put the code into the website and subsequently realise they actually do exist. So why are people generating AI photos of real clothes? Beats me.
It’s not just clothes, though – accessorises seem to be a major thing too. Every year there always seems to be a “Changing of the Beverage Guard” where a new cup or bottle starts trending and people immediately scramble to buy one.
First it was the AirUp, that comes with scented pods that trick you into thinking you’re drinking flavoured water (I’ll stick with Volvic Touch of Strawberry, thanks!) Then it was of course the Stanley, in about a thousand and one different colours, every one selling out. Then the Owala with its complicated mechanism, which is still ongoing today. The price of an Owala ranges between £20 on Amazon and £32 on their official website, and a Stanley tends to set you back around £50. In comparison, my water bottle, which is perfectly functional and cute, was a fiver. Yikes.
Perhaps the most problematic was the Starbucks Bearista cup, a teddy bear shaped glass tumbler that saw thousands across America queuing overnight outside their local Starbucks to get one, and causing scenes and fights to get the last one. There was even a scandal where many people accused Starbucks workers of taking the cups for themselves. After selling out in the States in less than 24 hours, they were brought to the UK at the beginning of this year, and guess what? Crickets.
They’re still sold internationally, but the hype has clearly died down. A few weeks ago, I saw a TikTok video showing that one of the famous tumblers had ended up in a Goodwill – an American thrift store. So basically a charity shop. People were fighting over these cups a year ago, and now they’ve ended up being sold for less than half the price.
Sigh.
It sometimes feels like TikTok is over consumed by these trends. A viral Hollister top. Navy Longchamp bag. LED face mask. Those horrible shoes with the toe split. It’s relentless and never ending.
A product advertisement on TikTok shop will show on my feed – a hair product, a skincare set, a clothing item. I’ll like the post and save the item to my favorites. Suddenly it’s all over my FYP. It’s so annoying that it actually puts me off buying the product, even if it’s something I’m genuinely interested in. In six years, over the course of a global pandemic, TikTok has turned from a dancing app to one giant advertisement.
An advertisement for what, you may ask? Consumerism.
Aside from my personal preferences, these trends can be evidently harmful, not just to the brand in question but also in setting an example. The dangers of social media have long since been addressed, but a new practice that has emerged is how the TikTok algorithm has changed the focus of the app and shopping habits. Back when it launched in 2019, it mainly consisted of short form content – dance trends, comedy skits, etc. Now it feels like every second scroll is promotion of a trend that will die out in weeks rather than months, leaving products to go to waste. I couldn’t tell you the last time I saw an AirUp water bottle or micro bag, meaning these items have probably been wasting in someone’s cupboard since its replacement stormed onto their TikTok page.
Because of the constant TikTok shop ads and trend cycles, trends on social media now feel hyper relevant rather than a casual want – provoking chronic consumerism and a fear of missing out, as pressure to have trending products can often lead to financial issues. A study commissioned by Claro Wellbeing reported that 46% of 16 to 34-year-olds are in debt specifically from purchasing designer goods and luxury items they could not afford, and Ipsos data reports that roughly half of Britons participate in so called ‘doom spending’, rising to two-thirds among Millennials and Gen Z.
As tempting as it is to consume a trending product (trust me, I do sometimes give into the urge – no one’s perfect) we do have to remember the harmful repercussions it can often have.
Just don’t fight people over how badly you want it and then donate it when the next fad comes in, okay?
