What’s TikTok’s underconsumption trend?

As #underconsumptioncore trends across social media, this could mean problems for luxury labels

Underconsumption trend on TikTok is impacting luxury fashion brands

TikTok’s for you page is usually comprised of clothing hauls, shopping trips and gift guides. But a new trend has recently taken over: #underconsumptioncore.

In response to the hyper consumerism that has dominated newsfeeds over the past year, underconsumption-core romanticises buying just what you need. It shows people repurposing what they already have – from reusable Gü-pudding pots to second-hand clothes.