‘From the messy aesthetic to cottagecore girl’, it’s clear that the fashion trend cycle has never moved faster than it is today. In a world where shopping baskets are literally at one’s fingertips, consumers have evolved to become fickle, fast-moving, and frantic when it comes to purchasing habits.

Video-sharing app TikTok has manifested itself into a microcosm for this insatiable appetite for consumerism and crucially, the desire to stay ‘relevant.’

New aesthetics appear every day on the app, with these ‘niches’ luring in consumers. My recent discovery of the so-called ‘star girl’ aesthetic inspired by brands such as Free People and Zadig & Voltaire confirmed to me both the complexity, specificity and ultimately the ridiculousness of these current trends.

The ugly truth of the trend cycle? Not only does striving to remain ‘trendy’ leave you feeling unfulfilled and fixed in a constant state of desire to acquire new items, this overconsumption is detrimental across a number of axes, particularly from an environmental standpoint.

Whilst the fast fashion industry is already responsible for a staggering 10% of carbon emissions worldwide, the rise of Chinese franchise Shein in response to this crazy consumption has no doubt ramped up levels of production in the industry.

6000 new items are churned out daily by Shein, making European fast-fashion brand Zara look angelic- their figure of 500 new items per week is a mere fraction of Shein’s scale. Creativity is challenged in churning out clothes for the mass market, with the price of these items also at a highly desirable rate. Most items listed on Shein are range between f $3-$30, making overconsumption both attainable and affordable.

Amidst this growing rate to push product, the question remains: how can you break the cycle and buy items that you truly love and will keep for a lifetime?

Whilst there is no ‘quick fix’ when it comes to battling with trend cycles, a few key questions can be handy when trying to decipher whether or not the item you are thinking of purchasing is both a long-term keep and one that truly reflects your personal style.

When picking out an item, ask yourself: would I be wearing this because I like it for what it is or because everyone else is wearing it? Would I pass this item down to a future family member? What is the quality like? Is it made from polyester or cheap fabric? Does the garment feel like it has longevity?

The road to building a wardrobe that you truly love is a tricky task. Carpe Denim’s top tip: have conviction in your purchases and own your personal style.