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The Decline and Fall of the Viral Microtrend

Fast spreading — and disappearing — online “microtrends” or “cores” have driven fashion conversation for young shoppers over the past few years. Now, the churn has started to slow.
Fashion's viral microtrend obsession may be tempering.
Fashion's viral microtrend obsession may be tempering. (BoF Collage)
By
BoF PROFESSIONAL

From cottagecore at the height of the pandemic to 2022’s coastal grandmother to 2023’s “Succession”-inspired quiet luxury all the way to the fur-covered “mob wife” at the start of last year, consumers have been inundated with microtrend after microtrend on TikTok.

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Further Reading

The Life Cycle of a Viral Fashion Trend

BoF explains why online trends from cottagecore and quiet luxury to barbiecore and coastal grandmother bubble up and spread out — and how brands can find their footing in the fast-moving, jumbled space.

Can Fashion Sell ‘Brat Summer’?

Charli XCX’s latest album “Brat” helped solidify the theme of the summer. For brands and retailers, the race to merchandise and market around it is on.

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

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