After just a few minutes, a post on social media can blow up and have millions of likes and views. This can generate new fashion trends to emerge over night, causing items to sell out instantly.
A perfect example of this is when YouTuber Emma Chamberlain posted a picture of herself in yoga pants. The picture got over a million likes and started a new trend instantly.
Just days after the picture was taken, people posted their own videos and pictures recreating her outfit. Just one post on social media made this new trend blow up in just a matter of days.
However, someone does not have to be a famous YouTuber to start a new trend. For example, @hannahschlenker on TikTok, posted a video in the Aerie Offline Real Me High Waisted Crossover Legging and received over 4 million views. After the video got so much attention, people of all body types began buying the leggings and posting about how flattering they are. This caused the leggings to sell out in almost every color and size just a week after the original video was posted.
Since a single video or picture can create a new trend or cause a product to sell out, companies have begun working with social media stars to promote their product.
Companies may either give these “celebrities” their own product to wear or use in a video, or they might feature them in an advertisement.
For example, American Eagle partnered with TikTok star Addison Rae in their Back to School ‘20 campaign. Rae also posted videos in their clothes which received millions of views. Using these social media stars to sell products allows companies to market to their fans who trust the opinion of the celebrity. This makes people more likely to buy a product when they see someone they support wearing it.
Social media has a huge impact on the fashion industry and what is trending. Posts can blow up extremely fast, constantly changing fashion fads. With platforms like TikTok and Instagram gaining so much popularity, anyone can start a new trend overnight.