The Lifespan of a Trend

Abstract

This thesis explores fashion as a means of identity expression within the ever-evolving social media landscape, looking at TikTok in particular as it has arisen in tandem with the evolution of the infamous fast fashion industry into ultra-fast fashion. Eleven participants completed nine surveys over the course of three weeks during which they reported their lasting impressions of fashion content on the app before participating in terminal focus group sessions. Looking at TikTok's influencer ecosystem through the lens of the Frankfurt School's concept of the culture industry, this thesis argues that the capitalist business of influences works in harmony with the ultra-fast fashion industry to promote a consumption pattern characterized by increased purchase frequency and volume of lower quality clothing designed primarily to appeal to the latest trends than to function as clothing.