We’ve all heard of influencers, but now people are asking for deinfluencing. Why? Most signs point to fast fashion.
We’ve never been in more of an era of ultra fast fashion, bringing with it totally disproportionate “ultra-overconsumption” fashions. With stores like Shein leading, “disposable fashion” has never lived up to its name so well. Buy (then immediately resell) the same item as an influencer for cheap, in a synthetic material that is harmful for your health and the environment. It’s similar on the beauty side, too, with the #beautyhaul and #beautyreview trends, which, with enough compliments, encourage us to appropriate to the latest viral beauty items.
Social media has a lot of sway to it: it’s where the influencers influence. They recommend consumption patterns, lifestyles, and trends with an incredible carbon footprint, without recognizing the climate problem.
Since the beginning of the year, a new trend has started to go against the norm. It encourages people to take a full turn by saying no to overconsumption. On TikTok, it’s called #Deinfluencing. This deinfluencing trend already has accumulated 222 million views and 8.3 million likes, according to the social media monitoring platform Visibrain. Users also often associate #saveyourmoney, #antihaul and #consciousconsumer with the deinfluencing trend. This especially affects beauty, which according to the platform, is the majority on TikTok, with 55% of posts concerning the world of makeup, hairdressing and skincare (versus 12% of fashion). Beauty influencers are now dedicating videos to “products not to buy”. Some users are turning to honesty through the #deinfluencing hashtag.
Hopefully this trend that gained so much momentum in the last month will keep up.
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