For years, the internet dictated what we wore. One week, it was "cottagecore," the next, "balletcore" or "blokecore"—a never-ending cycle of fleeting aesthetics powered by TikTok microtrends. But the fashion pendulum is swinging in a new direction, and this time, it's all about individuality.

The Burnout of the Microtrend Era
Remember when every viral fashion trend felt like a must-have? Those days are fading fast. According to industry experts, the constant churn of TikTok-driven trends from 2023 to 2024 simply wasn’t sustainable—neither for consumers' wallets nor the environment. The rapid rise and fall of aesthetic "cores" made it impossible to keep up, leading to trend fatigue.

Jessica Seddon, WGSN Senior Strategist for Buying, notes that Gen Z consumers have started prioritizing their personal style over chasing every new viral look. "Consumers’ spending power isn’t strong enough to keep up with all the changing trends, so it has driven them to return to personal style and more considered consumption," she explains.

Dressing for Real Life, Not Just the Screen
As people move away from hyper-online fashion trends, they are embracing outfits that suit their actual lifestyles—whether that’s work, social events, or personal comfort. Fashion is returning to IRL spaces, where what you wear isn’t just about racking up likes but about feeling confident in the real world.

This shift presents a golden opportunity for brands to rethink their approach. Instead of churning out fast-moving microtrends, retailers can build collections around long-term, lifestyle-driven aesthetics that resonate beyond the internet hype.

How Brands Can Stay Relevant
The million-dollar question: How can brands tap into this shift without falling into the same short-lived trend cycle? The key lies in authenticity and strategic storytelling.

• Identifying Trends with Staying Power
  Instead of chasing every viral moment, brands need to evaluate which trends have real longevity. WGSN’s TikTok analytics score helps businesses measure a trend’s strength and lifespan, allowing for smarter investment decisions.
• Authenticity is Non-Negotiable
  Consumers are increasingly drawn to brands that align with their values and lifestyle, rather than just aesthetics. Brands like Ralph Lauren are mastering this balance—blending classic Americana with sportier elements through partnerships with the US Open and the Yankees, without compromising their identity.
• Cross-Category Merchandising is the Future
  Mixing styles and categories is becoming a powerful tool for brands. The Pre-Fall 2025 collections highlight this trend—take the Poet Blouse, for instance. No longer confined to the soft, romantic vibes of cottagecore, it's been reimagined by designers: sleek and city-chic at Max Mara, laid-back at Kallmeyer, and bold and maximalist at Valentino.

Beyond 2025: The Future of Personal Style
The fashion industry is at a crossroads. As we move toward 2027, brands that focus on differentiation and long-term cultural influences will win consumer loyalty. With overstimulation and spending caution shaping buying habits, understanding what truly resonates with shoppers will be the ultimate key to success.

The bottom line? The era of disposable trends is ending. Personal style is back—and this time, it’s here to stay.