Did Micro-Trends End the Trend Cycle?
Last summer saw a rapid succession of micro-trends. Sofia Richie Grainge’s South of France wedding popularized quiet luxury, Hailey Bieber’s beach shots launched tomato (and strawberry) girl summer, and Margot Robbie brought Barbiecore into the mainstream. The trend cycle accelerated, becoming more niche. Recently, however, fewer ‘cores’ have emerged from TikTok to fashion publications. Vogue’s Julia Hobbs suggested the coolest trend might be not to trend at all, while others highlight summer 2024’s move towards personal style. Pinterest continues to generate odd combos like ‘tomboy femme’ and ‘Y3K aesthetic’.
Are we heading towards a summer without micro-trends? If these trends stem from hyper-online behavior, this summer might mark a shift towards dressing for the physical world. Micro-trends may fade, but trends endure, argues Agus Panzoni, Depop’s trends spokesperson. She notes a decline in the need to categorize styles into hyper-niche aesthetics. Instead, consumers are incorporating elements into their own style, reducing the prevalence of new micro-trends. Early fashion fans are distancing themselves from mainstream trends in response to algorithms pushing the same trends to the masses, says Rukiat Ashawe of The Digital Fairy.
Despite this, some items are trending. Depop searches for “mesh” increased by 47%, “sheer” by 34%, “micro shorts” by 234%, and “tank top” by 212% since January. These generic items indicate a shift away from rigid aesthetic labels. This change benefits brands, as they are less constrained by niche aesthetics. However, brands still need compelling stories to attract consumers, Panzoni emphasizes.
This summer focuses on clothes in context. Vogue Business predicted a shift towards offline experiences in 2024, with 74% of Gen Z valuing IRL over digital experiences. Micro-trends felt overly online, but this is changing. Panzoni notes a return to dressing for practical purposes, with an IRL focus. For example, Miaou’s Instagram campaign depicted shoppers preparing for an off-screen barbecue, emphasizing real-life activities.
Brands are creating new ways to engage customers offline. Marta Indeka of The Future Laboratory highlights third-space hubs like Saint Laurent’s Paris bookstore Babylone, which blend community and culture. Sporty & Rich hosted a wellness day with Forma Pilates and Reserve Padel, tapping into the trend for physical activities. Luxury brands are also adopting bold activations outside their core business, merging sports and fashion, as seen with the upcoming Paris Olympics.
Panzoni predicts more brands will embrace physicality and world-building over following the latest ‘core’. After all, the physical world is where we wear the clothes.
Re-reported from the article originally published in VOGUE BUSINESS.
