Copy and Paste: The Modern Microtrends That Cause Fashion Uniformity

Have you ever shown up to campus and wondered why you can spot five other people sporting identical Lululemon leggings? Or perhaps you’ve seen a pack of ladies heading out for the night; all wearing the same denim jeans and little black top? 

If you answered yes to either of these questions, don’t worry you’re not alone and if you’re looking for ways to avoid this, stay tuned…

The act of noticing that you and/or your peers are wearing the common threads is something I like to call the copy and paste effect. Before you take this personally, remember that I, too, am a victim of the copy and paste effect–most people are in this day and age. There are certain fashion trends and aesthetics that rise in popularity due to social media, content creation, or digital marketing. This results in tons of individuals purchasing the same item in a short period of time. You see, we’re often encouraged by these companies to overconsume products with a short lifespan propelling capitalism, while sadly contributing to the fashion cycle. 

These pieces of clothing are commonly referred to as a "fad" or a "micro trend", which plenty of us get hooked into and then realize only when it becomes too late. Yes, this creates tons of textile waste and a rapid turnover rate in fashion, but it also causes fashion uniformity (hence, the term: copy and paste effect). Sometimes, looking like everyone around you can create a sense of comfort– as if you fit in or blend into the background, remaining unnoticed. However, a lot of the time that’s not the goal, just the result. 

If you’re looking to avoid fashion similarities and stand out from the crowd or flex your individuality, you’ve come to the right place. First things first; embrace whatever it is that you gravitate towards, not what society tells you that you should want. Purchase and wear what you truly like. Fashion a lot of the time is made by how the person wearing it feels; dressing to look a certain part may not work in your favour and more importantly may not make you happy. The pieces you have in your closet can (and should) reflect how you feel on the inside. If you don’t know how to translate your sense of style from your mind to reality, don’t fret or feel defeated. Experimentation is key here. 

This doesn't mean buying every popular trend; that only contributes to textile waste and leaves you with a wardrobe of unworn clothes. What I mean by experimentation is putting your device down. That’s right, forget the phone or laptop, ditch the online shopping apps, and just browse in person. Look for and try on items that excite you! Perhaps a new silhouette you’re not used to, or a colour that pops out in between the racks. Really whatever grabs your attention. Make sure that you have as little outside influence as possible since they may sway you or (like your mom) provide unwanted opinions. Avoid anything you’ve ‘heard is a good product’ or saw on your favourite influencer. That’s usually a guaranteed way to fall for a micro trend that’s popular now, but unfortunately loses interest after a while. 

Let me preface that you should wear whatever you want. If that happens to fall in line with a micro trend at the time, but you find it to be timeless, and can ensure that you’ll get good wear out of it, go for it! I urge you to choose fashion that makes you feel the most like yourself (as should everyone else). The secret to loving what you wear is just this. Not what has the most likes or is said to look ‘good’ on your body type, but channeling you through fabric. This should ultimately enable you to either defy the copy and paste effect and/or allow you to find your individual sense of style.

At the same time, I stress that you focus on sourcing ethically. Conduct research on the stores you visit, hold yourself accountable in not promoting fast-fashion, try making or upcycling things you already own, seek out local brands that don’t add to the problem of mass fashion waste. These actions alone will set you on the path to a unique personal style, all while upholding sustainable fashion principles.