The Decline and Fall of the Viral Microtrend

From cottagecore at the height of the pandemic to 2022’s coastal grandmother to 2023’s “Succession”-inspired quiet luxury all the way to the fur-covered “mob wife” at the start of last year, consumers have been inundated with microtrend after microtrend on TikTok.

But lately, the churn seems to have slowed.

“I can only think of a handful that started in 2024,” said Mia Jacobs, fashion forecaster at trend forecasting company WGSN. “We were on a hamster wheel and we couldn’t…