How social media are creating a new aesthetic

There’s a lot to be said about social media, and one thing’s for sure: that it’s easier to spot trends. All indications are that social media is driving the democratization of fashion, a development that has been underway for some time but culminated in the pandemic when almost everything played out on our screens. This period was crucial as it allowed access to events such as fashion shows which at the time were allowed little or no physical audience. Suddenly everyone, no matter where in the world, could take part in the same events – like the ‘insiders’. Lockdown trends such as cozy loungewear, zoom tops and nap dresses emerged. Ultimately, it was these trends that had something valuable to say about the times and contributed to an even greater democratization of fashion. It’s important to understand how the industry has changed and how social media is influencing current cultural aesthetics.

The industry is changing

For decades, the industry has functioned primarily on a top-down model, with catwalks and celebrities as the main indicators of the next big thing. As a trend forecasting agency, the cultural zeitgeist has always been a source of inspiration for our future forecasts, and today influencers on social media are an indispensable indicator of aesthetics and trends. We’ve gotten to a point where business trends are increasingly bubbling to the surface from the bottom up. With the rise of influencers on social media, these two approaches play off each other. The front rows of the catwalks are expanding to accommodate more of them (to get better photos for social media), and even the infamous MET Exclusive Gala has opened its doors to TikTok celebrities Emma Chamberlain and Addison Rae. Social media has spawned new fashion critics who are blurring the lines between influencers and journalism, and mostly focusing on Gen Z.

It’s crucial for the fashion industry to pay attention to these social media cues, no matter what role or market you’re in. This is where changes in consumer habits first emerge, such as the triumph of the vintage and resale market and new fast fashion offerings.

The thrift market was fueled by influencers showcasing their loot on TikTok and Instagram. The growing interest in vintage and resale is a result of this lifestyle and the hunt for cool things. Owned by Etsy and used 90 percent by Gen Z, Depop is popular because it’s part marketplace and part social medium for users to connect with each other.

Fast fashion companies are using social media to stay ahead of the curve and relevant to Gen Z. Chinese company Shein uses artificial intelligence on social media channels to determine which products to produce and uses on-demand manufacturing to throttle or ramp up the most in-demand models based on demand. Similarly, Edikted’s business is based on curated social media trends and encourages pre-orders to determine production volumes.

It’s clear that social media has not only become a community, but also a space where both creatives and consumers discover new products. The social component has certainly challenged the traditional relationships between brands, retailers and consumers, which is why innovation in this area will continue to increase. At Fashion Snoops we know how to use social media effectively to identify key brands and influencers. Our AI tracking tools allow us to filter posts by market and product and help us spot trends. It’s a necessary shift, giving us new, exciting aesthetics and micro-trends to feed into our macro forecasts.

trends in social media

What makes social content so valuable today is that it is entertainment with real-time information. The secret ingredient that Gen Z is adding is making them incredibly believable and authentic, especially in the case of TikTok. The speed at which trends are occurring is faster than ever because social media is instant compared to print magazines. However, one must also keep in mind that many trends are micro trends related to macro moves. These extend beyond a few months and indicate changes that were likely already underway before a particular buzzword came up.

Many of us probably remember 2020’s butt-scrunch leggings, one of the first of many social media-driven items, or Skims 2021’s slip dress. But more important than the individual items, the aesthetic will be that of Gen Z with clever hashtags – like #cottagecore,#darkacademia and more recently #barbiecore and #coastalgrandmother.

The latter currently has over 176 million views since it was posted on TikTok by Lex Nicoleta in March of this year. What’s interesting about this summer aesthetic is that it’s not particularly new: think Diane Keaton in the movie ‘What Your Heart Desires’ with a beach wardrobe of timeless linen tops and sweaters tied around the neck. It is more of a sustainable trend composed of layered garments. Frankly, what breathed new life into this aesthetic is the hashtag and the way TikTok works, which involves sharing images, so the aesthetic spread rapidly. And while #coastalgrandmother might not have featured on a mood board before March this year, retailers and brands can still capitalize on it this summer by using the keyword on posts with matching looks.

It’s clear that social media has changed the way we perceive fashion. New influencers create value and engage with new communities of people. No matter what social media platform, as an industry, I think we can all agree that leveraging the current cultural aesthetic is invaluable in attracting more people to your brand or business. After all, visibility is something we all want, and social media provides just that.

This article was previously published on FashionUnited.uk. Translation and editing: Barbara Russ