What, Exactly, Does Underconsumption Core Mean?

It seems like every time one logs onto TikTok, a new trend has magically appeared – from #BratGirlSummer to #VeryDemure . In fact, the social media platform has been blamed for perpetuating the ultra-consumerist culture we live in, as users buy into these short-lived fads. Can “underconsumption core” help counter this, though? The hashtag has seen TikTok users show how they’re buying less and buying better – whether it’s having the same pair of sunglasses for eight years, or using every last drop of a beauty product.

“To me, ‘underconsumption core’ means making use of what you already own, not buying into every trend you see on social media and living with a sustainability mindset,” Natalia Trevino Amaro , designer and slow fashion advocate, tells Vogue . In many ways, underconsumption core is just common sense. Should we really be making a song and dance about finishing a serum before buying a new one, or having just one pair of sandals? “I think the problem is that social media, influencer culture and the constant stream of shopping hauls have distorted our perceptions of what should be ‘normal’ consumption,” Julie George , host of The Brown Girl Podcast , whose recent TikTok on “underconsumption core as a luxury minimalist” has racked up nearly two million views.

Of course, minimalism is by no means a new thing – but there are a number of reasons why it’s trending right now. “Firstly, younger generations are facing immense financial an.