Fashion is considered to be in a constant cycle of rescue, reuse, and recycle with styles constantly flowing out of a door that deems what is “in” and “out”. While we notice what is “in style” by looking at what people are wearing on a daily basis, viewing up to date shows, and using social media, it is harder to discern what of the current style is novel vs. outdated. You may hear the occasional “I used to wear that when I was your age”, when watching older sitcoms, or listening to music from previous generations that expose people to what was trending during different eras. Social media has been a useful tool to revive previous styles. 

Since its beginnings, social media has become an integrated facet of society, especially in the fashion industry and has proven useful in sharing current trends. For instance, currently the y2k (the year 2000) and 90’s look is re-trending. Many people are wearing the little t’s, the baggy cargos, low rise jeans, and baguette bags that have become a staple piece. We see this not only in personal posts, but by influencers that compare their looks two 2000’s artists and who use hashtags like #y2k #grunge #streetwear #bratz that embodies the style of that era. Even though a lot of the clothing people wear were not produced in the eras that seek to replicate, they look the part, which is all that matters. You can find styles from different decades at an unexhausted list of stores such as Forever 21, H&M, Pacsun, Aeropostale and Zara. All of these retailers are heavily advertised on platforms such as Instagram. While these stores have existed for decades, their social media has expanded in recent years. Not only do they list the names of items, they also add the links to purchase and list prices in their captions.

 Moreover, for online fashion there are options that range from ASOS, SHEIN, Pretty Little Thing, among many others that heavily rely on social media to gain patrons. Many of these websites also have set up shortcuts on social media platforms such as Instagram; you can directly buy from the platform.  So, there’s no need to visit the website. This is increasingly becoming a convenient way for people to shop while scrolling through their social media feeds. 

Another avenue of shopping that is growing in popularity is thrifting. Thrifting has always been a way to buy clothes for cheap but it has not always been a desirable way to shop. However, for many people it has become the “new thing” to find original pieces. For instance, many people try to find outdated designer pieces that can be worn as bought or revamped. From my own experience, I have found an old pair of Ralph Lauren cargos for $2 and a real suede Steve Madden jacket for $28. And while I go thrifting to find unique and rare pieces, I find that many people go thrifting with the same mindset.

Currently thrifting has become less about “shopping” and more about “finding” for the younger generations. Many people thrift with a certain style or piece in mind such as a handbag. While thrift stores are not heavily advertised on social media, everyone knows a Goodwill, Value Village, or 2nd ave thrift store. What is more important about these thrift stores is that you can find limited original vintage pieces that retail stores now aim to recreate. With the constant influx of styles, such as the 90’s and y2k mentioned earlier, retail stores take inspiration from original trends and curate collections that make styles accessible to the general public. Therefore, although indirectly, thrift stores are highlighted and credited for selling original pieces from across different eras of fashion. Moreover, there are many original new designers/ influencers on social media platforms that take thrifted items and revamp them by either improving upon an article of clothing or creating something new from it further highlighting thrift stores as a resource for affordable pieces compared to a fabric store. 

As a result of a growing thrift culture online stores such as, The Real Real, thredUp, Depop, Poshmark among others have become a fast and sustainable way for people to shop for authentic or MOS (marked out of stock) items. Most of the online thrift stores have been established within the last decade as a way to further spur this trend and maintain it. The Real Real caters to patrons interested in designer items, while stores like Depop and Poshmark focus on people selling their own personal items, one would essentially have their own store and can legally sell/purchase items from others with accounts. 

With thrifting alternatives using online platforms, they do rely on social media to boost their sales. In fact, I have my own Depop account, but I only found out about this selling method through social media. In order to share my store, I also link the website to my social media accounts so followers can automatically be directed to it. Many people use this same method for exposure, social media has become the method of outreach for many companies and is becoming increasingly important to businesses. I have come across many original artists that make their own clothes, jewelry, along with other paraphernalia; they link their Etsy accounts on Instagram along with other platforms. 

Overall, with fashion acting as a revolving door of trends going in and out of style, social media has been an important factor in sharing trends through regular advertisements and more recently through influencers that share style tips, shopping locations and hauls that encourage others to shop and adopt trends. Businesses even collaborate with influencers by sending them sample items and generating coupons codes that can be used by subscribers. This not only allows for stores to receive more revenue, but also allows influencers to gain popularity, and for customers to save money; it’s a win-win situation for all parties involved. As fashion continues to be recycled and as technology continues to become a typical aspect of society, social media will continue to be at the forefront of sharing trends with efficiency. 

April 2023