Shopping: From Mob Wife to MAGA Woman: TikTok Trends Are Losing Steam

Why it is the topic trending:

• Waning Influence of TikTok Fashion Fads: The article highlights that the rapid, viral fashion trends originating on TikTok (like "cowboy core" and "office siren") are losing their steam. This decline in the platform's trendsetting power is a significant shift in the fashion and retail landscape, making it a trending topic for discussion within the industry.

• Rise of Politically and Economically Influenced Trends: The article points to the emergence of lifestyle trends driven by political, social, and economic factors ("recession core," "MAGA woman," "underconsumption"). This shift in the source of trends presents new challenges and considerations for brands, making it a relevant and discussed topic.

• Consumer Fatigue and Focus on Personal Style: The article notes that consumers are experiencing "fashion fatigue" from constantly chasing fleeting trends and are now prioritizing their personal style. This change in consumer behavior is noteworthy for retailers and brands trying to connect with their audience.

Overview:

This Bloomberg Opinion article discusses a significant shift in how fashion trends emerge and gain traction. It argues that the era of rapid, TikTok-driven fashion fads is losing momentum, with consumers showing fatigue and prioritizing their personal style. In its place, lifestyle trends influenced by broader political, social, and economic factors are rising. These new types of trends, such as "recession core," the "MAGA woman" look, and "underconsumption," present unique challenges and opportunities for brands and retailers to navigate.

Detailed Findings:

• TikTok fashion fads ("cowboy core," "office siren," "coastal grandma") are in decline.

• Consumers and retailers are less affected by TikTok trends now compared to a year or so ago.

• Lifestyle trends amplifying political, social, and economic influences are taking over.

• Examples of these new trends include "recession core," the "MAGA woman" look, and "underconsumption."

• "Mob Wife," characterized by fur coats and voluminous hair, was a prominent fleeting TikTok trend from early last year.

• Retailers responded to "Mob Wife" by stocking more animal print and bold lipstick.

• Consumers are experiencing "fashion fatigue" from keeping up with rapid micro-trends like "tomato girl" and "pilates princess."

• Consumers are now prioritizing their personal style over every new "core" and trend.

• Fewer "cores" have emerged in the past year, and those that have reflect the backdrop beyond TikTok.

• Market-intelligence company Trendalytics tracked over 100 micro-trends, with 60% declining and only 20% gaining traction.

• The moment when TikTok was the epicenter of trend forecasting has passed. There hasn't been a fashion narrative breaking into the mainstream since "Mob Wife."

• "Recession core," which includes making your own beauty products and low-maintenance hairstyles, is a notable exception, with TikTok posts increasing by over 3,000% week on week.

• "Boom Boom," an '80s-inspired excess look, potentially reflects the Trump era.

• Politically driven trends include "Trad Wife" and the more overt "MAGA Woman" look.

• The "MAGA Woman" look is characterized by sheath dresses, high heels, flowing tresses, and plumped-up lips.

• Consumers are increasingly prioritizing “ethics over aesthetics,” voting with their wallets and spending their time with businesses that reflect their values.

• "Underconsumption," showcasing a simpler life, is gaining ground, with trends like streamlined beauty regimes and wearing vintage clothes.

• Interest in vintage is also driven by the fact that tariffs are not paid on pre-owned items.

Key success factors of product (trend):

• Relevance to Broader Context: Trends like "recession core" succeed because they directly address current economic anxieties and practical needs (affordability, low maintenance).

• Alignment with Values: Trends that reflect or connect with consumers' political, social, or ethical values (even if divisive) can gain traction, as seen with "MAGA woman" or the emphasis on ethics.

• Authenticity and Personal Connection: As consumers prioritize personal style, products and trends that allow for individual expression and feel authentic to their lives are likely to be more successful.

• Addressing Fatigue: Trends that offer a reprieve from the constant cycle of micro-trends, such as the focus on vintage or simpler routines, can resonate with consumers experiencing "fashion fatigue."

Key Takeaway:

The landscape of fashion trendsetting is shifting away from the rapid, fleeting influence of TikTok "cores" towards more substantial and complex trends rooted in broader political, social, and economic realities, requiring brands to be more attuned to these deeper influences and consumer desires for personal style and ethical alignment.

Main trend:

The influence of TikTok on fashion trends is waning, replaced by lifestyle trends amplified by political, social, and economic factors, and a growing consumer focus on personal style.

Description of the trend:

Shift in Trend Influence: From TikTok Velocity to Socio-Political Resonance: This trend describes the transition in how fashion and lifestyle trends are emerging and gaining popularity. The rapid-fire, often whimsical trends originating on TikTok are being overshadowed by trends that reflect deeper societal currents, including economic anxieties, political affiliations, and evolving social values. Simultaneously, consumers are becoming less susceptible to fleeting viral fads and are increasingly interested in cultivating their own enduring personal style.

What is consumer motivation:

• Fatigue with Ephemeral Trends: Consumers are tired of constantly trying to keep up with the rapid turnover of TikTok micro-trends, leading to a desire for more lasting and personally meaningful style choices.

• Seeking Relevance and Connection: Consumers are drawn to trends that resonate with their broader life experiences, including their economic realities, political beliefs, and social identities.

• Desire for Authenticity and Individuality: There's a growing preference for expressing personal style rather than conforming to quickly outdated viral aesthetics.

• Value Prioritization (Economic Context): In times of economic uncertainty, consumers are motivated to seek practical, affordable, and long-lasting fashion and lifestyle choices, as seen with the rise of "recession core" and interest in vintage.

• Ethical Considerations: Consumers are increasingly motivated to align their purchasing decisions with their ethical values, supporting brands and trends that reflect their beliefs.

What is driving trend:

• Saturation and Overload of TikTok Trends: The sheer volume and fleeting nature of TikTok micro-trends have led to consumer fatigue and a decreased desire to participate in every new fad.

• Broader Societal Context: Significant political, social, and economic events are influencing consumer attitudes and behaviors, which are reflected in the trends they embrace.

• Increased Awareness of Economic Conditions: Economic anxieties are driving a focus on practicality, affordability, and resourcefulness, contributing to trends like "recession core" and "underconsumption."

• Growing Emphasis on Values and Ethics: Consumers are more conscious of the social and environmental impact of their choices and are increasingly using their purchasing power to support brands and trends that align with their values.

• Maturity of Social Media: As social media evolves, its role in shaping trends is also changing, with a potential shift away from purely aesthetic-driven fads towards more contextually relevant and value-based trends.

What is motivation beyond the trend:

• Self-Expression and Identity: Fashion and lifestyle choices have always been a way for individuals to express their personality, values, and sense of self. This fundamental motivation persists beyond specific trends.

• Aesthetic Appreciation: The desire to find beauty and personal enjoyment in what one wears and owns remains a core human motivation.

• Social Affiliation: People often use fashion and lifestyle to signal belonging to certain groups or communities, even if the specific styles evolve over time.

• Functional Needs: The basic need for clothing and practical items remains a primary driver of consumption, regardless of trending aesthetics.

• Confidence and Self-Esteem: Feeling good about one's appearance and choices can boost confidence and self-esteem, a motivation that transcends specific trends.

Description of consumers article is referring to:

The consumers the article refers to are primarily those who are active on social media platforms like TikTok and Instagram and are generally aware of and sometimes participate in fashion and lifestyle trends. We can infer the following about them:

• Who are them: They are individuals who were initially influenced by the fast-paced fashion cycles on TikTok but are now exhibiting signs of fatigue and a desire for more enduring styles and trends that align with their broader values and life circumstances.

• What kind of products they like: Initially, they were interested in trendy, often visually striking items that performed well in short video formats. Now, there's a shift towards more practical, affordable (in the context of "recession core"), and potentially vintage or ethically sourced items (due to the focus on ethics and "underconsumption"). The "MAGA woman" trend suggests an interest in classic, somewhat formal attire (sheath dresses, high heels) with a particular aesthetic.

• What is their age?: While not explicitly stated, the article's reference to TikTok suggests a significant portion of these consumers are likely younger generations, including Gen Z and younger Millennials, who are heavily active on the platform. However, the fatigue with trends might extend to older demographics as well.

• What is their gender?: The article references traditionally feminine fashion trends ("Mob Wife," "tomato girl," "pilates princess," "MAGA woman"), but the broader trend of "recession core" and "underconsumption" likely appeals across genders.

• What is their income?: The emergence of "recession core" strongly suggests that a portion of these consumers are feeling economic pressure and are seeking more budget-friendly and resourceful fashion and beauty solutions. However, the mention of luxury brands and the "Boom Boom" trend indicates that higher-income consumers interested in making bold statements are also part of the landscape.

• What is their lifestyle: Their lifestyle is characterized by engagement with social media and an initial interest in viral trends. Now, there's a potential shift towards a lifestyle that values personal authenticity, ethical consumption, and perhaps a more grounded approach to fashion and beauty, especially for those embracing "underconsumption."

• What are their category article is referring shopping preferences: Initially, they might have been prone to impulse purchases driven by viral trends. Now, they are likely becoming more discerning, prioritizing personal style, value, and ethical considerations. The interest in vintage suggests a preference for unique and potentially more sustainable shopping options.

• are they low, occasional or frequent category shoppers: The article doesn't give specific insights into their shopping frequency. However, the "fashion fatigue" suggests they were at least occasional shoppers driven by trends. The shift towards personal style and "underconsumption" might lead to more intentional and potentially less frequent purchases.

• What are their general shopping preferences-how they shop products, shopping motivations: Their shopping motivations are evolving from simply following trends to reflecting personal values, economic circumstances, and a desire for lasting style. They might be spending more time researching brands' ethics and seeking out unique or vintage items.

Conclusions:

The decline of TikTok's dominance in setting fleeting fashion trends signals a broader shift in consumer behavior. Consumers are becoming more discerning, prioritizing personal style, ethical values, and practical considerations over the constant pursuit of viral aesthetics. This presents both challenges and opportunities for brands, who need to adapt their strategies to connect with consumers on a deeper level that goes beyond superficial trends.

Implications for brands:

• Move Beyond Short-Lived Trends: Brands should focus less on chasing every fleeting TikTok fad and more on developing enduring styles and products that align with broader consumer values and needs.

• Emphasize Personal Style and Individuality: Marketing efforts should encourage consumers to express their unique style rather than strictly adhere to trends.

• Address Economic Realities: Consider offering more affordable options or highlighting the value and longevity of products, particularly given the "recession core" trend.

• Prioritize Ethics and Sustainability: Brands need to demonstrate genuine commitment to ethical practices and sustainability to resonate with increasingly conscious consumers.

• Navigate Socio-Political Trends Carefully: Engaging with politically charged trends can be risky. Brands should carefully consider their values and potential impact before taking a stance.

• Focus on Meaningful Connections: Building trust and loyalty requires connecting with consumers on a deeper level, understanding their values and motivations beyond just aesthetics.

Implication for society:

• Potential Shift Towards More Sustainable Consumption: The rise of "underconsumption" could signal a broader societal move towards more mindful and sustainable consumption habits in fashion.

• Increased Importance of Personal Identity: The focus on personal style might reflect a greater societal emphasis on individuality and self-expression beyond fleeting trends.

• Fashion as a Reflection of Broader Issues: The emergence of trends tied to political and economic factors highlights how fashion can be a reflection of and a commentary on broader societal issues.

Implications for consumers:

• Freedom from Chasing Trends: Consumers might feel less pressure to constantly buy new items to keep up with rapidly changing TikTok fads.

• Greater Emphasis on Personal Choice: They may feel empowered to develop their own unique style based on their individual preferences and values.

• More Mindful Consumption: The "underconsumption" movement could encourage more thoughtful and intentional purchasing decisions.

• Potential for Political Expression Through Fashion: Consumers might increasingly use their clothing choices to express their political or social views.

Implication for Future:

• Trend forecasting might become more complex, requiring a deeper understanding of socio-political and economic influences in addition to purely aesthetic shifts.

• Personal style and individuality could become more dominant forces in shaping fashion than viral micro-trends.

• Brands that can authentically connect with consumers' values and cater to their practical needs are likely to thrive in this evolving landscape.

• The lifecycle of fashion trends might lengthen as consumers move away from the rapid turnover of TikTok fads.

Consumer Trend (name, detailed description): Personal Style Ascendancy: Consumers are increasingly prioritizing their individual sense of style and making fashion choices based on personal preferences, values, and needs, rather than strictly adhering to rapidly changing social media trends.

Consumer Sub Trend (name, detailed description): Value-Driven Consumption in Fashion: Amidst economic uncertainties, consumers are placing a greater emphasis on the value, practicality, and longevity of their clothing and beauty purchases, as seen in the rise of "recession core" and interest in vintage.

Big Social Trend (name, detailed description): Ethics and Values in Consumption: Consumers are increasingly considering the ethical and social impact of their purchasing decisions, favoring brands and trends that align with their values, including sustainability and social responsibility.

Worldwide Social Trend (name, detailed description): Rejection of Hyper-Consumerism (Underconsumption): There's a growing global movement towards more mindful and reduced consumption, with individuals actively seeking to buy less, prioritize quality over quantity, and embrace practices like repairing, reusing, and buying vintage.

Social Drive (name, detailed description): Desire for Authenticity and Meaningful Expression: Beyond fleeting trends, individuals have a fundamental drive to express their true selves and connect with choices that hold personal meaning and reflect their identity.

Learnings for brands to use in 2025:

• Focus on Enduring Style over Fleeting Fads: Invest in classic designs and high-quality products that can become staples in consumers' wardrobes rather than chasing short-lived trends.

• Understand and Align with Consumer Values: Research and understand the values of your target audience, particularly around ethics, sustainability, and social responsibility, and ensure your brand practices and messaging reflect these values.

• Enable Personalization and Individuality: Offer products or services that allow consumers to express their unique style, such as customizable items or styling advice that caters to individual preferences.

• Communicate Value Clearly: In an environment of economic awareness, clearly articulate the value proposition of your products, whether it's affordability, quality, durability, or versatility.

• Build Authentic Connections: Engage with consumers in a way that goes beyond transactional relationships, fostering a sense of community and shared values.

Strategy Recommendations for brands to follow in 2025:

• Develop Collections with Longevity: Design collections that are not tied to specific micro-trends but instead focus on timeless styles and quality materials.

• Highlight Ethical and Sustainable Practices: Clearly communicate your brand's commitment to sustainability, ethical sourcing, and fair labor practices.

• Offer Personalized Shopping Experiences: Utilize data and technology to provide personalized product recommendations and styling advice that aligns with individual consumer preferences.

• Engage in Purpose-Driven Marketing: Create marketing campaigns that focus on your brand's values and how your products can help consumers express their own beliefs and identities.

• Consider Offering or Partnering with Vintage/Pre-owned Platforms: Embrace the "underconsumption" trend by offering pre-owned options or partnering with platforms that specialize in vintage fashion.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.

In 2025, the prevailing trend is a move away from TikTok's fleeting fashion fads towards more meaningful, value-driven, and ethically conscious style choices influenced by broader societal factors and a desire for personal expression, and brands should adapt by prioritizing enduring quality, aligning with consumer values, and fostering individual style to build lasting connections.

Final Note:

• Core Trend: Shift from TikTok Trends to Socio-Political Resonance and Personal Style: The primary shift is away from rapid, TikTok-driven fashion towards trends influenced by larger societal factors and a greater consumer focus on their individual style.

• Core Strategy: Value-Driven, Ethical, and Personalized Approach: Brands should focus on offering value, demonstrating ethical practices, and enabling consumers to express their unique personal style.

• Core Industry Trend: Decline of Micro-Trend Dominance: The rapid turnover of fleeting micro-trends is losing its grip on consumers, leading to a more considered approach to fashion.

• Core Consumer Motivation: Seeking Authenticity, Value, and Alignment with Personal Beliefs: Consumers are motivated by a desire to express their true selves, make practical and affordable choices, and support brands that reflect their values.

Final Conclusion:

The insights from this article suggest a maturing of the fashion landscape, with consumers becoming more discerning and less susceptible to fleeting viral trends. Brands that understand these evolving motivations and adapt their strategies to emphasize enduring value, ethical practices, and the celebration of personal style are poised to succeed in this new environment.

Core Trend Detailed: description. use text, do not use bullets.

The core trend detailed in the article is the fading dominance of rapidly emerging and quickly disappearing fashion trends that originated and were popularized on platforms like TikTok. This is being replaced by a set of more substantial lifestyle trends that are deeply rooted in broader political, social, and economic contexts. Simultaneously, there is a noticeable shift in consumer behavior, with individuals showing fatigue from the constant churn of micro-trends and increasingly prioritizing the cultivation and expression of their own personal style.

Key Characteristics of the Core Trend:

• Decline in TikTok's Trendsetting Power: The once-strong influence of TikTok in dictating fleeting fashion aesthetics is diminishing.

• Rise of Socio-Politically Driven Trends: Trends like "recession core," "MAGA woman," and "underconsumption" reflect broader cultural and economic currents rather than purely aesthetic whims.

• Emphasis on Personal Style over Conformity: Consumers are prioritizing their individual fashion preferences and developing a more personal approach to dressing rather than strictly following the latest viral fad.

• Increased Consumer Disillusionment with Rapid Trends: There's a growing sense of "fashion fatigue" among consumers who are tired of the constant cycle of micro-trends.

• Focus on Value and Practicality: Economic anxieties are contributing to a rise in trends that emphasize affordability, resourcefulness, and longevity in fashion choices.

• Growing Importance of Ethics and Values: Consumers are increasingly making purchasing decisions based on their ethical beliefs and are drawn to brands and trends that align with their values.

Market and Cultural Signals Supporting the Trend:

• Statements from Trend Forecasters: Experts like Kayla Marci from Haute Garbage and Cassandra Napoli from WGSN are noting the shift away from TikTok's rapid trends and the increased importance of broader influences and consumer values.

• Trendalytics Data: The statistic that 60% of tracked micro-trends are declining while only 20% are gaining traction strongly supports the idea that fleeting trends are losing steam.

• Rise of "Recession Core": The significant week-on-week increase in TikTok posts and views related to "recession core" demonstrates the power of economic factors in driving trends.

• Emergence of Politically Charged Trends: The visibility of trends like "MAGA woman" indicates the growing influence of political and social ideologies on consumer choices.

• Growth of the Vintage Market: The increasing interest in and purchases of vintage clothing, driven by both economic and sustainability concerns, signals the rise of "underconsumption."

How the Trend Is Changing Consumer Behavior:

• Less Impulse Buying: Consumers may be less likely to make quick purchases based solely on a viral TikTok trend.

• More Intentional Wardrobe Building: The focus on personal style suggests consumers are investing in pieces that they truly love and that fit their individual aesthetic over time.

• Increased Research and Consideration: Consumers might spend more time researching brands' ethics, product quality, and overall value before making a purchase.

• Greater Investment in Versatile Pieces: Items that can be styled in multiple ways and transcend fleeting trends are likely to be favored.

• Exploration of Alternative Shopping Options: The rise of "underconsumption" suggests consumers are more open to buying vintage, second-hand, or DIY fashion items.

• Potential for Politically Motivated Purchases: Consumers might choose to support or avoid brands based on their perceived alignment with political or social values.

Implications Across the Ecosystem:

• For Brands and CPGs: Need to adapt marketing strategies to focus on enduring style and values rather than chasing short-lived trends. Emphasize quality, sustainability, and ethical practices. Consider how to navigate politically charged trends authentically.

• For Retailers: Curate collections that offer a range of styles to cater to individual preferences. Highlight value and potentially incorporate vintage or pre-owned options. Train staff to assist consumers in developing their personal style.

• For Consumers: More freedom to express individuality without feeling pressured by constant trend cycles. Potential for more sustainable and budget-conscious fashion choices. Increased awareness of the ethical implications of their purchases.

Strategic Forecast:

The dominance of fleeting TikTok fashion trends is unlikely to return in the near future. Instead, we can expect to see a continued emphasis on personal style, driven by individual values and influenced by broader socio-political and economic factors. Trend forecasting will need to evolve to consider these more complex influences. Brands that can authentically connect with consumers on these deeper levels and offer lasting value are likely to succeed.

Final Thought:

The shift away from the rapid churn of TikTok fashion trends towards more grounded, value-driven, and personally expressive style choices signifies a potential maturation of the consumer fashion landscape. This evolution presents an opportunity for both brands and consumers to engage with fashion in a more meaningful and sustainable way.

Source: https://www.bloomberg.com/opinion/articles/2025-05-30/tiktok-trends-are-losing-steam-from-mob-wife-to-maga-woman-recession-core?embedded-checkout=true