The Pace of Trends and the State of Social Schizophrenia
Written by Koura-Rosy
The rapid rise and fall of fashion trends in recent years have reached a frenzied pace, largely driven by platforms like TikTok. This accelerated cycle has made it nearly impossible for most individuals to keep up, requiring economic resources and energy that our daily lives cannot sustain.
A striking example of this occurred recently when we leapt from a "brat summer" aesthetic to a "demure" persona as September arrived.
Examining these trends reveals that they promote entirely opposite personality traits. The "brat" persona, inspired by Charli XCX's acclaimed new album, embodies a bold, unapologetic, and carefree attitude deeply rooted in Y2K nostalgia.
It's about embracing one’s messy, unpolished side, celebrating fierceness and fun. In contrast, "demure" represents modesty, reserve, and a more introverted demeanour, as per its traditional definition. These are not just minor shifts but dramatic swings in personal expression.
The fact that society is expected to transition between such polar opposites in such a short time points to what could be described as a form of social schizophrenia. While the term may seem extreme, it effectively captures the disjointed and conflicting expectations individuals face. With each new trend comes not just a shift in style but an entire consumption cycle—clothing, lifestyle products, and curated experiences—demanding significant financial investment. To engage with the "brat" summer fantasy, for example, one had to purchase a specific set of fashion and beauty products, visit certain places, and adopt particular behaviours.
A few months later, those same consumers were expected to discard the "brat" persona entirely and invest in "demure" elements.
This isn’t just a matter of personality or behaviour, but also of visible consumption. What becomes of the "brat" wardrobe when "demure" demands an entirely different aesthetic? The waste generated by these rapid shifts is both material and psychological. For Gen Z, who are heavily influenced by these trends due to their consumption of social media, the constant cycle is increasingly toxic.
The pressure to belong amplifies the fear of missing out (FOMO), causing further mental health struggles as they attempt to carve out authentic identities in the midst of perpetual noise.
However, some voices are emerging in resistance to this endless churn, promoting personal style and mindful consumption. At its core, fashion should not be about giving consumers headaches or forcing them into perpetual reinvention. Instead, it should serve as a means of expressing authentic personality and aesthetics. By resisting the urge to adopt every fleeting trend, we can avoid contributing to the social schizophrenia of our times and develop healthier, more sustainable consumption habits.
