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This article is written by a student writer from the Her Campus at UBC chapter.

“TikTok microtrends; trends that gain popularity quickly, then lose popularity just as quickly, are causing irreversible damage to the environment as it contributes greatly to the over-consumption of clothing.”

While scrolling through TikTok, I often come across videos titled “My $300 Shein Haul!” or “Welcome to my Shein Haul!” posted by TikTok creator #4020, as they proceed to dump out about $300 of environmental damage in piles and piles over their floor.

Too often I come across these hauls while scrolling through TikTok, and too often I wonder, how often do these clothes actually get worn? The answer is, not often, as over 85% of clothing ends up in landfills, while a whopping 10.5 million tonnes of apparel and textiles are disposed of annually. With the rise of fast fashion, “trendy” clothes are prioritized over good quality. This in itself is the central idea of fast fashion and the reason for its growing harm to the environment. Popular websites like Shein, Romwe, and Fashion Nova which specialize in producing clothing just for trends, usually sponsor TikTok creators, which fuels a cycle of microtrends that gain traction on the app. The cycle goes like this: user #4020 posts a haul video, gets sponsored by a fast-fashion brand, and then posts another haul video; all of this contributes to microtrends while adversely affecting the environment. 

TikTok microtrends; trends that gain popularity quickly, then lose popularity just as quickly, are causing irreversible damage to the environment as it contributes greatly to the over-consumption of clothing. Under the influence of these microtrends, fashion-forward TikTok users cycle through more clothes than ever, yet only wear them for a short amount of time. Haul videos circle the TikTok platform, where creators purchase clothing in bulk from sites that promote fast fashion. Clothing that is made quickly, usually unethically, and befitting to current social trends are mass-produced and detrimental to the environment. These videos contribute to the “fast” in fast fashion— mass production of “trending” clothes before the trends go out of style. 

With most textiles taking decades to decompose in landfills, this build-up prevents environments from thriving. Including the large amount of water needed to make just one t-shirt, mass production to accommodate microtrends wastes natural resources while simultaneously polluting them. With clothing production actively polluting landfills and wasting water, shopping and consumption habits need to undergo changes, starting with the growth of TikTok microtrends.  While users may want to partake in current clothing trends, fast fashion does not have to be the only option. Second-hand clothing is a sustainable, cost-efficient, and environmentally-friendly option to find more clothing without negatively impacting the Earth. So, next time user #4020 posts a $300 Shein haul, stop and think, where do these clothes actually go?

Prajna is a third-year in UBC's B.A. Psychology program and is pursuing a minor in Data Science. She is excited to create content on topics she has always been passionate about and actively involved in through Her Campus. When Prajna isn't writing, she can probably be found reading or performing dramatic renditions of her favorite songs in her room.
Katie is a third year student in the Faculty of Arts at the University of British Columbia, majoring in International Relations. In her free time, she likes watching movies, making Spotify playlists, and thrifting. By writing and editing for Her Campus, she hopes to explore her interest in journalism and writing.