TikTok’s for you page is usually comprised of clothing hauls, shopping trips and gift guides. But a new trend has recently taken over: #underconsumptioncore. In response to the hyper consumerism that has dominated newsfeeds over the past year, underconsumption-core romanticises buying just what you need.
It shows people repurposing what they already have – from reusable Gü-pudding pots to second-hand clothes. As the next generation of fashion buyers swap tips on sourcing vintage and how to dress while spending less – this spells trouble for the luxury fashion industry. Last month it was announced that shares in LVMH, which owns Louis Vuitton , Dior and Tiffany & Co, dropped 5% as sales in the key Asian market were down 14%.
It was also revealed that shares in Kering – owner of Gucci, Balenciaga and Yves Saint Laurent – were down more than 4% as group revenues fell 11%, led by an 18% slump at Gucci. As consumers tighten their belts amidst a persistent cost-of-living crisis, there are concerns that people are losing interest in luxury goods. Unlike usual “core” trends, underconsumption-core is less of an aesthetic and more of a lifestyle.
Creators are showing off how they fix and repurpose items, with the aesthetic lying in the worn and nonchalant nature of the clothing, as opposed to the polished and ‘box-fresh’ look. This idea of timeworn and relaxed style is nothing new – the grunge trends of the late Nineties popularised by Kurt Cobain and Courtney Lov.