By Anna LeRoux

Attention spans, media content and trends have all developed a parallel structure of becoming increasingly shorter in form. The cycle has produced micro-trends, which are fleeting periods of obsession that last only a month or a season, that result in both waste of product and potential, a phenomenon fueled by fast fashion companies eager to capitalize on short-lived interests.

As Emmy Lee, a freshman apparel merchandising and product development student at the University of Arkansas, said, “Fast fashion is just like social media trends; they come and go so quickly because trends are made to make people happy in the here and now.” 

When we reflect on past decades, we can often associate them with distinct styles: the 1980s punk movement, 1990s streetwear and brightly colored athleisure, and the 2000s Y2K aesthetic. In contrast, the 2010s to present day have been increasingly difficult to characterize, largely due to the rapid succession of trends. Lee said, “The fashion industry is moving toward quantity over quality,” emphasizing how the relentless pace of modern fashion has made it challenging to pinpoint defining looks or cultural moments in the industry. 

This evolution is not just about aesthetics but rather the broader societal changes, which include how we consume media and interact with brands. 

The sheer volume of trends has made it difficult to categorize any one style or fashion experience, therefore transforming the retail landscape. The now fragmented consumer experience with the rise of online shopping has led to the decline of in-person shopping as retailers can no longer keep up and cater to all trends and consumer preferences. 

While this also may be due to people’s increasing appreciation and confidence in individual expression, the age of overnight and quick-emerging viral sensations play a role as well. These shifts have created an environment ripe for impulsive purchasing behaviors and a heightened sense of urgency.

“We’re living in a culture where buying new and more is what keeps you trendy,” Lee said. These anxieties to fit in have created an increase in the sense of FOMO, or fear of missing out. Consumers are driven to constantly seek out how to adopt the newest trend in the quickest and most affordable way to feel connected to modern culture. 

The phenomenon of “dopamine dressing,” where individuals seek out new styles, trends and clothing to receive instant gratification, further fuels this cycle of consumption. As people strive to keep pace with the ever-changing fashion industry, the thrill of consumption and acquisition has become a primary motivator. 

However, if people cannot keep up with the new movements in fashion, the feeling of gratification may fade. This pattern of behavior may be linked to a hedonic adaptation, where repeated exposure to novelty leads to diminished satisfaction over time.

Kadyn Grisso, a freshman social sciences major at the University of Arkansas, noted our generation’s expansive interests play a significant part. 

“Our generation’s fast-paced curiosity fuels fast fashion, driven by a desire to experience everything,” Grisso said. “While the popularity of super-cheap brands raises concerns, it’s also true that evolving trends keep the industry alive.” 

The diversity of interests in fashion now raises questions on how to keep style without sacrificing sustainability and ethics in production. When companies such as Temu undercut the market prices dramatically, it becomes undeniably alluring to customers. However, this allure often blinds consumers to the environmental and ethical implications of their purchases. The human cost of producing such pieces has become a blind spot.

“Before you buy that cute shirt that you’ve seen all over social media, think of how long you would keep that shirt before it’s out of style and you give it away,” Lee said. “Even if it seems like you need it in the long run, you’ll probably be better off without it. Instead, you could find something that will be a staple in your closet for years.” 

In order to avoid fading from relevance, many companies have resorted to unethical practices such as unfair wages, unreasonable hours, and unsafe working conditions. The cost of keeping pace with the consumer interests of this generation has caused a human cost from the workers it often exploits. 

In a generation that has begun to champion social justice and environmental preservation, we have contributed a fair amount to human exploitation and environmental degradation through the fast fashion industry. This paradox creates a disconnection between our values and our purchasing behaviors. 

“Fashion consumers are not all industry professionals, but all industry professionals are also consumers,” said UA teaching assistant professor of Apparel Merchandising Sarah Hixson. “Apparel merchandising and product development students are uniquely positioned to facilitate the change desired by the new generation of consumers, who value transparency, while maintaining the supply chain structures that keep business going. One of the most important things we want our graduates to understand is the impact they are capable of making in the apparel industry.”

As consumers, we have the power to maintain quality over quantity and therefore influence the mass market. “By making conscious choices with our style, we can commit to ethical consumption and reduce overconsumption,” Lee said. “Even if it seems like you need it in the long run, you’ll probably be better off without it.” This requires personal discipline and a collective movement toward supporting brands that prioritize affordable prices, sustainability and ethical labor practices.