It’s interesting that after the House of Sunny Hockney dress became popular on TikTok, it became unpopular just as quickly, and could now even be considered a bit cheugy? This is where we see the effects of an accelerated trend cycle contributing to fast fashion. Social media is making us adore pieces before shunning them within a matter of months. We end up buying into every trend, before shoving them to the back of our wardrobes just as fast. All to make room for TikTok's next obsession.

Brands like Shein, Fashion Nova, Princess Polly, and Nasty Gal (the list goes on) are the stars of microtrends, creating unsustainable, unethical clothing that is worn once and then tossed aside ready for the next microtrend. As social media latches onto microtrends, these brands produce ‘trendy’ clothing to fit the brief. This is how TikTok contributes to the transient pace of microtrends, therefore promoting mass consumerism. But just like everything in life, there's a balance, and when it comes to sustainable fashion, we have to place most of the blame on the producer, not the consumer.