As the ‘underconsumption core’ trend gains momentum across social media platforms, a new focus on mindful consumption is emerging, challenging the fast fashion industry. This movement, which embraces reusing, repairing, and making the most of existing wardrobes, signals a growing backlash against overconsumption and the constant shopping hauls that fast fashion thrives on. But what exactly is ‘underconsumption core,’ and how could it reshape the way consumers approach fashion?
The hashtag underconsumptioncore is now showcasing images of repaired jeans, vintage outfits, or shoes that have been worn for years until they’re completely worn out. Rather than celebrating excess, this trend highlights longevity and sustainability in fashion choices.
In the age of Instagram Shopping, Facebook Ads, and TikTok Shop, the sheer volume of products available for purchase on social media is staggering. Additionally, social media influencers often promote countless items in their daily posts, encouraging a never-ending cycle of consumption. However, underconsumption core counters this culture by encouraging consumers to appreciate what they already own.
Following last year’s ‘de-influencing’ trend—which saw influencers advising followers against unnecessary purchases—underconsumption core takes it a step further. It celebrates the practical use and longevity of items, promoting a more sustainable and mindful approach to fashion. This shift could signal a transformation in consumer habits, encouraging a more thoughtful relationship with clothing and reducing the demand for fast fashion.
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