A Digital Trend Cycle Revolution?: Analysis of TIKTOK’S Effect on Fashion Trend Cycles

<p dir="ltr">The impact of fast fashion on the environment is becoming more prevalent as society deals with the effects of climate change. This research is important when understanding steps that creators can take to promote sustainable and circular economy practices on social media to help educate younger generations on the impact of their clothing consumption. Drawing from Laswell’s hypodermic needle of direct effects Theory, this article examines the discrepancies between TikTok videos and their effect on our purchase decisions. Questions examine how a fashion trend cycle compares to one introduced or accelerated by the social media application TikTok. Then, the discourse and strategies used in videos about fast fashion compared to those about sustainable alternatives. This article then suggests how TikTok creators focussed on sustainable fashion can effectively promote sustainable fashion to educate young consumers on more ecologically responsible fashion choices.</p>