Data collection and activity monitoring: this is at the core of how social media algorithms operate. Their primary goal is to keep users engaged for as long as possible. To achieve this, artificial intelligence analyzes user behavior, taking into account likes, comments, shares and watch time to curate personalized feeds like TikTok’s “For You” page or Instagram’s “Explore”.
“The phone listens to what we say” is a phrase that has become increasingly common nowadays. In reality, algorithms track complex behavioral patterns, leading content curation to feed us only what it predicts we want to see. This subtly diminishes our ability to develop genuine personal taste, as our preferences are continuously shaped by predictive algorithms.
This means that if you save a photo of Adidas Samba sneakers to a Pinterest board, the same sneakers will inevitably appear in an inspiration video on TikTok. If you like that video, the cycle repeats until the product pops up as a targeted advertisement on Instagram, turning interest into an immediate transaction. This happens because of the so-called “mere exposure effect” — the more a product is exposed to us, the more familiar and desirable it becomes to our brains.
From Selling Products to Selling a Lifestyle
No one wants to sell just a product anymore. Consumers have grown skeptical of traditional influencer campaigns featuring glossy unboxing videos and brand launches. Instead, content creators and companies have pivoted toward selling a complete “lifestyle,” a strategy that has fundamentally redefined aesthetics within online communities.
Before the world revolved around social media, fashion trends were introduced through movies, music, magazines, and runway shows. In entertainment, style was anchored to a narrative. For example, Avril Lavigne’s debut album Let Go defined early 2000s fashion with baggy pants, neckties, and a skateboard aesthetic that flirted with punk but ultimately gave rise to pop-rock.
These elements were more than just clothes. During that same era, Destiny’s Child championed shiny stage wear, while Lady Gaga later ushered in an avant-garde alternative vibe. Though their aesthetics were vastly different, each artist shaped a distinct cultural moment, dividing audiences into dedicated communities who adopted their style as an extension of their identity.
As the internet has become more accessible, the variety of online content has exploded. Paradoxically, rather than fostering individuality, users today appear increasingly standardized. Instead of curating elements that align with their personal identity, people are adopting entire pre-packaged algorithmic trends.
The Microtrend Cycle and the Search for Belonging
During the COVID-19 lockdowns between 2020 and 2021 (a period that coincided with the meteoric rise of TikTok), a distinct pattern began to emerge. Confined at home and seeking connection, audiences embraced rapid-fire trend cycles. One month centered on decorating bedrooms with fake vines, the next on LED lighting strips, followed by multi-step skincare routines and DIY recipes.
The fashion industry was no exception to this system, with new aesthetics launching almost monthly. Driven by isolation and a desire for community, consumers systematically overhauled their wardrobes — transitioning from “VSCO Girls” with oversized tees and scrunchies as bracelets to “E-Girls” embracing dark, emo-inspired style.
While lockdowns ended, the rapid consumption cycle persisted. Rather than building personal wardrobes based on individual habits, consumers remain swept up in hyper-specific microtrends. These smaller trends stand out because of their short lifespan and the constant need for updates, which philosopher Zygmunt Bauman described as “liquid times” — a state defined by constant change and temporary identities.
Fast Fashion, Identity, and Algorithmic Validation
Unlike traditional fashion cycles, contemporary aesthetics originate directly on social platforms, amplified by creators who occupy the cultural space once held by traditional celebrities. Adidas Samba sneakers have become part of the “it-girl” wardrobe, the “clean girl” aesthetic commodified the slicked-back bun and a black leather jacket paired with a leopard print top conveys the vibe of a “mob wife”.
This rapid proliferation of online trends has accelerated the consumption cycle in a generation driven by an intrinsic need to find itself and belong to a group. Adopting the aesthetic of the moment serves a dual purpose: it signals cultural literacy (“I understand what is trending right now, and I am part of this community”) while allowing users to experiment with different personas in a low-risk digital space.
However, this phenomenon has fed a massive fast-fashion industry, currently valued between $160 billion and $180 billion annually. As algorithms seek to deliver advertisements, they flood our feeds with a particular aesthetic, creating the false impression that “everyone” is buying or wearing the same thing. Ultimately, the search for belonging continues to turn personal expression into an automated cycle of consumption.
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The article above was edited by Luiza Chucre.
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