Chilling in Colorful 'Y2K' Looks or "Old Money" Luxury: Why Gen Z's Trend Obsession on TikTok Rules the Game
Reviving the fashion trends from the early 2000s, Generation Z, in a whimsical display of individuality and flamboyance, rules social media platforms, particularly TikTok, in their colorful "Y2K" outfits. In stark contrast, the "old money" crowd charms with their sophisticated, yet extravagant attire. While the 1950s "Tomato Girls" flaunted their frilly blouses and bold red lips in Italy, and the "Coastal Cowgirls" danced the night away on the California beach in western boots, the "Dark Academia" dwellers prefer the dimly lit corners of elite university libraries, dressed in dark clothing. Meanwhile, "Cottagecore" enthusiasts dream of spending their days in flower meadows or at home, donning dresses or dungarees.
The Phenomenon of TikTok-Inspired Microtrends
TikTok has transformed the way trends emerge, flourish, and vanish at an alarming pace, primarily due to its "add -core," "-aesthetic," or "-girl" naming conventions, which generates millions of clicks in a matter of days. In association with the new trend, users share clips of fashion tips, makeup tutorials, mood boards with flawless accessories and captivating aesthetic, as well as clips of music, films, and activities that perfectly align with the style.
"There used to be a gothic scene or a punk scene, but not many were part of it. Today, belonging to at least one community is the norm," explains Nina Kolleck, a professor of educational and socialization theories at the University of Potsdam, who conducts research on Generation Z and social media. Five essential factors explain why microtrends dominate the platform and significantly impact self-expression and individuality.
- Velocity of Change:
With TikTok's ability to make trends go viral at an astounding speed, a new style can quickly emerge, leaving behind an old one. Influencers with a large following hasten this process, leading to an exponential increase in the trend's popularity.
- Fleeting Nature of Microtrends:
Due to their short lifespan, microtrends attract the attention of Generation Z, who embrace these trends to represent themselves based on their clothing, interior design, lifestyle, and the scenes they foster on TikTok.
- Boost in Self-Discovery:
By adopting various styles and corresponding trends, Generation Z is encouraged to explore their identity and express their personalities, as demonstrated by their association with respective scenes that connect them to like-minded individuals throughout the world.
- Provision of Support For Identity Formation:
The sense of community fostered by microtrends allows them to feel valued, which can restore some of the lost security by addressing feelings of insecurity among Gen Z, caused by myriad crises like climate change, pandemics, and wars.
- Escape Valve from Real-Life Challenges:
The quick, engaging videos on TikTok offer an escape from everyday life, allowing young people to alleviate the burdens of life's challenges by indulging in a simpler, more idealized past.
The Double-Edged Sword of Microtrends: Advantages and Disadvantages
Research on microtrends and their implications on Gen Z reveals both positive and negative aspects. Although microtrends offer an opportunity for young people to discover their identities, they can lead to significant drawbacks.
Advantages of Microtrends
- Variety and Inclusion:
Microtrends are diverse in their nature, providing individuals with a plethora of options to choose from, regardless of their body type, offering validation to diverse groups.
- Self-Expression:
The constant change in trends encourages unique self-expression, as people are empowered to pursue various styles, reflecting their distinct personalities.
- Emotional Resonance:
Popular microtrends that resonate emotionally with the audience create a deeper connection, as these trends often tap into universal themes.
Disadvantages of Microtrends
- Pressure to Conform:
When individuals conform to the trends portrayed in TikTok videos, it can create undue pressure to conform to an image, which may not match reality.
- Negative Impact on Self-Esteem:
People who constantly compare themselves to the portrayed aesthetics in these videos often suffer from reduced self-esteem.
- Exclusion and Isolation:
Individuals who don't follow the trend can feel excluded and isolated, affected by their self-esteem.
Driven by a myriad of factors, microtrends continue to dominate TikTok, enabling individuals to discover their identities, express themselves, and form communities. Although they can bring about several advantages, such as cognitive flexibility, creativity, and self-esteem, it's essential to recognize their downsides, including pressure to conform, reduced self-esteem, and feelings of exclusion.
