But after years of jumping from one aesthetic identity to the next, Gen-Z and the wider fashion crowd seem to be slowing down. The era of the viral microtrend might be fading, and not a moment too soon.

So, what are online “microtrends” or “cores” exactly? According to Mia Jacobs, a fashion forecaster at WGSN, they are “a way to convey a vibe or a feeling and organise community.” They give young people a sense of belonging, a way to try on different versions of themselves, and a platform for expression that is playful, fast, and often fleeting.

The pandemic gave them the perfect launchpad. With time to spare, money saved, and nowhere to go, consumers turned to digital platforms for connection and reinvention. TikTok in particular became a breeding ground for these trends, helping styles like Barbiecore (think: head-to-toe pink, inspired by the 2023 film) and Brat Summer (Charli XCX’s messy, rebellious alter ego) explode overnight.

But that whirlwind of ever-changing trends? It’s starting to slow down.

Jacobs noted in a recent article that she could “only think of a handful of new microtrends that started in 2024.” It’s a significant shift from previous years when aesthetics emerged weekly. Fashion influencers and shoppers alike are feeling the fatigue. “We were on a hamster wheel and we couldn’t get off it,” she explained — but now, “that has changed.” source: BoF (2024).

One of the biggest reasons? Overconsumption. With rising credit card debt and the looming threat of TikTok being banned in the US, there’s a cultural mood shift. Videos promoting mindful consumption and de-influencing are replacing “haul” content. As fashion writer Mandy Lee put it, “I don’t see people declaring ‘cores’ as much anymore… It’s not cool.”

Instead, people are gravitating towards style choices that feel personal and more sustainable. Think chaotic customisation, embellishing accessories with charms and patches, or the rise of underconsumptioncore, where buying less is part of the aesthetic. There’s also been a significant uptick in sales of basics, suggesting a return to staples over statement pieces.

Interestingly, some microtrends that were initially expected to be short-lived are proving to be enduring. American Eagle’s Chief Marketing Officer Craig Brommers noted that items like leopard print, barrel jeans, and Western wear are still selling strongly long after their initial peak. It shows that trends with broader appeal, or those that transcend seasons, such as linen trousers or slicked-back buns, have real staying power. BoF (2024).

For brands, this means rethinking their strategy. Megan Herren of social media agency Movers+Shakers says she’s been advising clients to focus less on TikTok virality and more on “evergreen storytelling.” Instagram and YouTube are increasingly being used to support longer-form narratives around fashion, culture, and community.

And it’s not just about dressing for the season anymore, it’s about dressing for the moment. As Divya Mathur from Revolve explains, shoppers want their clothes to align with events in their lives: “Customers get excited about cultural moments, and then it’s ‘what am I wearing to it?’”

In other words, fashion is shifting from rapid-fire trend chasing to meaningful, moment-driven style. The chaos of the microtrend era is giving way to a more intentional, identity-focused approach to getting dressed.

Because the most stylish thing you can wear is not the latest trend, it is something that reflects who you are.

References: The Decline and Fall of the Viral Microtrend. (2024). BoF.