So much for TikTok's 'underconsumption' trend, as back-to-school shopping hits its stride

The pace of these microtrends now matches that of fast fashion, or what’s now known as “ultra-fast fashion,” where digital shopping platforms like Shein can design and produce new styles in a matter of days to reflect what’s trending online. When a certain style or product goes viral on TikTok, that item will often be sold out by the time the video... See more

What is TikTok couture? It is a (sort of rude) way to describe the coalescence of trends that materialize on TikTok, whether from teenagers experimenting with clothes they’ve thrifted from their local charity shop, from older folks revisiting the subcultural styles of their youth, or from professional and amateur trend watchers combining aesthetic ... See more