Fast Fashion Frenzy

Sustainability in Fashion: The Consequences of Microtrends

Lyana Shaharizan

From “cottagecore” to “old-money aesthetic” to Y2K, changes in viral trends have accelerated from each season to each month. This is what we call microtrends: the fast fashion cycles that last for a mere week, driven by social media platforms. Social media influencers astoundingly affect the current of fashion nowadays. TikTok’s tag, “#fashiontok,” has the best examples of the pages promoting microtrends. As we all know, a lot of problems surface from this phenomenon. 

According to Ontario Nature Blog, the fashion industry is responsible for about 10% of global carbon emissions — a number that could spike if the current acceleration of trend change continues. To satisfy consumers’ rapidly changing demands, companies opt for cheap synthetic fiber for their products. Synthetic fibers contain chemicals that can contaminate our ecosystems as they breakdown into harmful greenhouse gases. 

One of the concerning social impacts of microtrends is the controversial labor issue. Reports have documented poor wages, unsafe working environments, and child labor in some fast-fashion supply chains. Microtrends put additional pressure on these workers to meet high production quotas within brief time limits. This demand-driven pressure not only harms the workers’ mental and physical well-being, but also often leaves them with little to no job security.  

The economic value of a garment is reduced from a long-term investment fulfilling a human need to an accessory that must be changed arbitrarily. Inherently, this cycle of buying and discarding garments creates a “throwaway culture,” where consumers lose their connection to the impact of their choices. Instead of feeling pressured to possess a long-term clothing item, consumers are more inclined to keep up with current trends, prioritizing novelty over longevity.  

 Thankfully, the move towards combating this unsustainable phenomenon is also increasing. Both brands and consumers have started to respond to this matter. Companies are investing in sustainable practices, such as manufacturing clothes with recycled materials or allowing consumers to return, resell, or recycle items no longer in use. Kotn, a local Canadian company, is making major sustainability moves. Not only are they known for supporting local NGOs working on a greater impact, they also center their brand on using organic cotton for their products — hence the name. Similarly, one of the earliest environmentally ethical companies, Patagonia, also uses high quality recycled materials, and has switched to organic cotton to solve said global predicament. Uniqlo, though widely known as being one of fast-fashion brands due to their affordability and global reach, is also arguably sustainable as their products are made of high-quality materials and supply wardrobe staples that will not go out-of-style. 

Although the allure of microtrends may be hard to resist, consumers can shift the paradigm by embracing timeless pieces and supporting these sustainable brands. A more conscious approach to fashion may be the only way forward to thrive without sacrificing the planet behind unloved garments.