Are Microtrends Killing Personal Style? The Fast Fashion Cycle

In this fast-paced era, microtrends have infiltrated our daily lives. With every new season, the fashion industry rapidly launches fresh trends—from clothing and accessories to hairstyles—making people feel as though they must follow them in order not to be “left behind” by the times. However, as trends change with increasing speed, many have begun to question an important issue: in the face of ever-shifting external standards, can we still preserve our own unique sense of style?

Sylvia Long-Tolbert, an assistant professor at the Johns Hopkins Carey Business School, points out that the motivation behind purchasing fast fashion is often highly socialized. For many people, wearing the latest styles isn’t just an aesthetic choice—it’s a social tool. “Fast fashion satisfies many unconscious identity needs at an affordable price,” she emphasizes.

Behavioral scientist Matt Wallaert further explains the psychological mechanism behind this phenomenon. He notes that people have two fundamental psychological needs: the desire to feel unique and the desire to belong. Fast fashion, with its constantly evolving trends, allows individuals to appear “distinct” without feeling alienated from the crowd—perfectly catering to both needs.

However, this is where the problem arises. The business model of fast fashion is essentially built on manufacturing anxiety—“making you feel not good enough, then selling you something to make you feel a little better,” Wallaert summarizes. And as more people rely on this external drive to shape their self-identity, their inner psychological stability and value judgment begin to erode.

The digital age has only magnified this phenomenon. Short videos, influencer content, and algorithmic recommendations have caused trends to spread rapidly among young people, resulting in a “highly homogenized” lifestyle and aesthetic. Individuality seems to be fading, replaced by standardized forms of self-expression. This is a troubling social signal: our era may be “killing off” those who are truly unique.

Fortunately, more and more people are beginning to realize that having a personal style is the real form of freedom. This doesn’t mean rejecting trends altogether, but rather infusing them with more of one’s inner voice and authentic self-expression. Fashion shouldn’t be a crutch for psychological dependency—it should be an extension of creativity and individuality.

When people dress not to gain others' approval, but because they genuinely like something and it truly suits them, that’s when a positive and healthy social atmosphere emerges. In this unpredictable world, staying true to oneself has become the hardest, yet most precious, thing of all.