EBN- Social media is full of various marketing and persuasion methods that popular brands use to promote their designs and different fashion trends every season.
In contrast, this trend is confronted by an elite group of conscious youth who refuse to be swept away by the risks of spontaneous shopping, which is often done with the click of a button on the Internet without thinking about the need for the purchase and its purpose.
Under the hashtag “Underconsumption Core”, many stars of Instagram and TikTok platforms have adopted this slogan, with the aim of promoting reducing the purchase process and focusing on quality, including Leonie Han, Alexander Pereira, Tamara Kalinek, Caroline Dor….
There is no doubt that these purchasing habits that are harmful to the environment and the budget benefit the factories that produce clothes of the lowest possible quality, making them perishable after one season of purchase. What fuels the sales process are their modest prices and modern models that keep up with the catwalks.
This is where the role of modern TikTok stars comes in, who promote the principle of buying three shoes instead of fifty and reducing the purchase of cosmetics that spoil after opening them, even if they are not used immediately?
TikTok stars such as Le Yoni Han and Tamara Kalinek seek to focus on the idea of recycling and modifying pieces, whether in the design itself or in the coordination process to come out with new outfits that do not cause embarrassment, and we do not know them as the old ones that we have had in our closets for a decade.
