What “coastal grandma” tells us about how TikTok is driving fast fashion

TikTok’s monthly hit of trending news fuels an increase in new aestheticincluding e-girl, clean girl, Y2K, fairy-core, alt, mall goth, cottage-core, coco girl, dark academia and coastal grandma in the past year alone.

Why is this important: The fast fashion industry thrives on such rapid change, creating more and more cheap, substandard clothing that will end up in landfills as new trends wipe out old ones.

  • According to a Marketing Graphics Survey of Gen Zers, 39% were directly influenced to buy a product after seeing it on TikTok.
  • And clothing production continues to grow annually by 2.7%, while 25% of clothing remains unsold and less than 1% is recycled into new clothing, according to the 2021 report. Fashion State Report.

Nil Sani, 19 years old lifestyle and fashion YouTuber, told Axios that she feels compelled to keep up with fashion trends. Apps like TikTok and Pinterest promote consumerism and fast fashion, she says.

  • “Influencers trick their audience into thinking they have to buy specific items to get their look,” Sani explains. “If you don’t have that shirt, those socks, that mirror, that room decor, then you won’t embody that aesthetic.”

Enlarge: “Coastal Grandmother” is the latest aesthetic trend. The term was coined by TikTok user Lex Nicoleta in March 2022.

  • With a white linen shirt, cashmere sweater tied around the neck, khaki capris and pearls, you too can live the coastal grandma life of your dreams.
  • Coastal grandmas exude sophistication — think Diane Keaton in “Something’s Gotta Give” — while enjoying leisurely walks on the beach or morning yoga in neutral tones and timeless jewelry.

This particular trend has a few advantages.

  • Sustainability: “[Coastal grandmother] focuses on classic, easily layered pieces that can be found in thrift stores or even in a mother’s, aunt’s or grandmother’s closet,” says Chelsea Davignon, senior strategist at the agency. of Fashion Snoops trend forecasts.
  • Inclusion: Jennifer Ebelhar – personal stylist, TikTok user and grandmother – told Axios that this trend is remarkable because it celebrates women over 50.

What to watch: Many young people are resisting the siren song of fast fashion by embracing second-hand options.

  • Sani says she shops at thrift stores or on second-hand apps like Depop and Vinted.
  • “Try to shop sustainably as much as you can,” she says. “Every time a new trend pops up, you don’t have to buy a whole new wardrobe, but rather build on what you already have.”

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