The Twilight renaissance: Why retailers need social media for trend forecasting

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Gen Z is embracing a new style icon: Bella Swan, the main protagonist from the Twilight film franchise.

If you’re familiar with the movies, you may be rightfully confused. After all, Bella’s costume design is purposefully simple. She’s meant to go unnoticed. It’s what makes a 17-going-on-107-year-old vampire falling in love with her all the more interesting. But thanks to the combined forces of Netflix and social media, teens are flocking to thrift stores to find everything you probably wore back in 2010.

This is yet another trend that was born without the help of any designer or magazine. It started online, and it marks a major change in the world of fashion. Creators are the new tastemakers and their inspiration can come from just about anywhere. Even a vampire romance movie from 2008. Here’s why.

How social influences fashion trends

Social media has changed the way we consume information and naturally, that applies to fashion. In the past, style inspiration was limited to what was seen on screen or in magazines. Now, thanks to highly visual mediums like Pinterest, Instagram and TikTok, fresh fashion ideas are available at the swipe of your finger.

Anyone with a smartphone and a sartorial vision can become a trendsetter. Even major brands are taking note. Earlier this month at New York Fashion Week, popular TikTokers joined celebrities and journalists at shows like Tom Ford, Tommy Hilfiger and more. Another trend to keep an eye on is the move towards sustainable fashion, find out how UK second-hand shop Oxfam is making the most of the demand for more sustainable fashion in our Social Creatures podcast.

3 social-first fashion trends that made waves in 2021

Social can turn everyday consumers into stylists with massive followings. Through outfit of the day (OOTD) pics, outfit idea videos and must-have product reviews, they’re driving peer buying habits faster than most media outlets can keep up with.

To better understand this phenomenon, here’s a quick rundown of three trends that started online rather than the runway.