Are microtrends compatible with sustainability?

A reflection on how flash trends are transforming (and damaging) the way we consume fashion.

In recent years, fashion has undergone an unprecedented acceleration. Where seasonal fashion cycles once followed slow and predictable rhythms—spring/summer, fall/winter—we now face a landscape in which new trends emerge and fade in the space of a few days, often fueled by TikTok and Instagram. These phenomena are known as microtrends: extremely short-lived trends that push consumers to purchase specific items, often worn only once or for a very limited time. But while for some, they represent a form of creative expression, they come at a tremendous cost to the planet.

The mechanism is simple: a look goes viral, an accessory becomes a must-have, and within days, thousands of people try to replicate it, purchasing low-cost items from fast-fashion brands. These items, however, have a short shelf life: they deteriorate quickly, become obsolete before they're even worn, or simply go out of fashion.

According to the Ellen MacArthur Foundation, over 60% of clothing ends up in landfill within a year. Microtrends amplify this figure, transforming the closet into a sort of dump of "useless things" that are quickly replaced by new visual obsessions.

One of the reasons microtrends spread so quickly is their low cost. Fast fashion and ultra-fast fashion platforms can produce and ship new items within days, making every trend accessible to everyone.

Brands are able to produce and ship new items in record time, making every trend just a click away. But the real price is hidden in the supply chain:

• Poor quality raw materials that are difficult to recycle.
• Precarious working conditions in producing countries.
• Waste of natural resources (water, energy, land).
• High CO₂ emissions and use of harmful chemicals.

Behind a dress costing just a few euros lies unrespected rights and invisible damage—not only environmental damage, but also damage to our skin and health. Is it really worth continuing to choose products that are so cheap and fragile?

Microtrends often respond to a need for belonging: to feel part of something, not to be left behind. These impulses are carefully cultivated by influencers, creators, and advertisers, playing on social pressure and the urgency of "buy now." But who decides when a trend ends? And at what cost do we keep up?

Countering the impact of microtrends doesn't mean giving up fashion, but rediscovering a healthier and more conscious relationship with our clothes. Fashion can and must express our identity. But it can do so in a lasting, not ephemeral, way. A garment that tells a story, spanning seasons and moments in life, has a much deeper value than a 48-hour viral trend.

Microtrends are just a symptom of a larger problem: a consumption model that prioritizes speed over responsibility. But every choice we make, every time we click "buy now," is also a political and cultural act.

Microtrends delude us into thinking we're always up to date, but they distance us from what really matters: choosing with intention, valuing what we own, building an identity that doesn't need to be updated every week. Fashion should be about freedom, not pressure. Expression, not consumption. And only by slowing down can we rediscover the beauty of a style that stays with us over time, rather than fading in a few scrolls.