For years, the fashion industry operated on relatively stable seasonal cycles. Today, however, many trends emerge and vanish within a matter of weeks, particularly on platforms like TikTok or Instagram, where what's in vogue one month can seem outdated the next.

Social media has accelerated the consumption of trends to a difficult-to-follow pace. Styles, colors, aesthetics, or specific garments go viral instantly but also 'burn out' very quickly. This dynamic transforms fashion into a constant cycle of seeking novelty.

It is increasingly common to buy clothes not so much because they are genuinely liked, but because they temporarily fit a specific trend. Once that trend fades, many items are left almost new and unused.

While fashion has always evolved, the current rhythm is markedly different. It's no longer just about dressing, but about constantly staying updated within a never-ending stream of images. This likely explains why it's becoming harder to build a personal style that lasts longer than an algorithm's cycle.