When deciding what to wear to a recent event at her law school, Fiza Faheem, 20, pored over the options in her wardrobe. Many of her recent purchases had already gone out of style, at least by TikTok's volatile standards. Should she don the thin-framed glasses characteristic of the "office siren"? Or perhaps she could channel "dark academia" with a gothic blazer and black sheer tights? Should she stack her jewelry and put bows on her sleeves? Or should she opt for more of a "clean girl" look, which would involve slicking back her hair and wearing neutral colors? She felt like her closet was mocking her.
Fiza Faheem. Courtesy Fiza Faheem "I might have liked something before, and then all of a sudden, even three or four months down the line, I don't really reach for it in my wardrobe anymore," said Faheem, a student at the University of York in the U.K.
"Then there'll be something new that's trending." With the TikTok and fast-fashion mill churning out new trends and microtrends every day, consumers in the real world seem to be crying out: Shopping isn't fun anymore and personal style feels impossible. In the past year, microtrends and coveted aesthetics have become more niche and short-lived, from the resurgence of so-called indie sleaze with Charli XCX's "brat" summer to the coquettish hyperfeminine to boxer shorts and jerseys.
Shoppers say they feel disoriented, they can't find age-appropriate clothing, and nothing stays in style. They've never owned more clothes, they say, .
