Fashion trends are switching in and out faster than people can even enjoy the fun of a new style and concept. The coconut girl, cottage core, and y2k styles were enjoyable while they were here, which was not very long. Microtrends in fashion have become a rising problem in terms of pollution and waste. Mariel Nelson writes on Wrap that in 2019, over 200 millions pounds of clothing were thrown away by Americans alone. 

Today, people are continuously trying to reinvent themselves, and categorize themselves into their own unique “aesthetic,” and there is something new and different nearly every day. Social media feeds into this mindset, and it plays a very large role in the fastening of the trend cycles. Apps like Tik Tok, Instagram, and even Youtube, give just about anyone a platform to be seen by millions of people.  These influencers essentially have the power to determine what’s in and what’s out. And of course, with the power of social media, there is constantly a channel of posts and information being fed to people, whether that be models, celebrities, or influencers that they idolize, wearing the latest fashion. Emma Chamberlain is a prime example of this. 

With the quickening cycle of micro trends in fashion, fast fashion brands like Shein or Aliexpress have gained popularity as well. Fast fashion refers to cheaply made clothing that fall in with the latest trends. These sites often sample their own product from high fashion collections, and place them on the market at a much more affordable price very quickly. This fast paced process is done in order to meet consumer demand. Jarren Gan of Medium writes, most companies like H&M and Zara track trends and go through a three week process to come out with new designs and ideas, but the more harmful ones like Shein, cut this process down to just one week. This exact process is one of the many factors that causes mounds of clothing to end up in landfills. Outfits are often short-lived due to this, and they are often thrown out before worn a second time. Consumers are constantly introduced to new and cheap designs that follow through with the current trend, and they retire them once something new is in and popular, and the cycle repeats.

While fast fashion prices may sound convenient for most, it’s actually not the most resourceful for your wallet or your wardrobe. While you are saving money buying new clothes at surface level, you will constantly find yourself having to replace or even throw out clothing because of how poorly they are made. The majority of these companies are able to sell these clothes because they make them out of cheap, synthetic materials, which do not decompose. The fast fashion industry is the second largest industry in pollution. The World Bank states that this industry accounts for 10% of all carbon emissions worldwide. 

Donate your clothes rather than throw them away, shop second hand, and buy more timeless pieces that fit in with a trend you want to participate in. If you have money to buy a lot of cheap outfits, try getting your money’s worth, and invest in higher quality outfits from more ethical brands.