Has the Algorithm Killed Personal Style? Experts Weigh In
We’ve all seen it—one minute, everyone’s dressing like a ‘Mob Wife,’ the next, we’re all scrambling for a ‘pop of red.’ TikTok’s trend cycle moves at lightning speed, but is it actually killing personal style?
The rise of viral trends has made fashion feel more accessible than ever, but it’s also turning personal style into a revolving door of must-have items that often don’t align with who we actually are. One minute it’s ballet flats and bows, the next it’s leather trenches and fur collars. Before you know it, you’ve impulse-bought an entire aesthetic that’ll be out of style in two months. And let’s be honest, how many of us have worn THAT viral midi dress more than once?
Megan Watkins, Head Stylist at online fashion destination SilkFred, weighs in: “Personal style has always evolved with cultural shifts, but the sheer speed at which TikTok cycles through aesthetics can make it harder for people to develop a consistent, individual style. It’s easy to be influenced by what’s trending, but true style comes from mixing, matching, and adapting trends to suit your personality.”
The Rise (and Fall) of Trend-Driven Dressing
Fast fashion and social media trends go hand in hand—pushing micro-trends to the forefront and encouraging people to buy, buy, buy. The problem? Everyone ends up looking the same. Instead of hunting for unique pieces that reflect our personalities, we’re bombarded with ‘must-have’ items that make us blend into a sea of identical outfits.
According to Emma Watkinson, CEO & Co-Founder of SilkFred: “The beauty of fashion is self-expression, and independent brands play a huge role in keeping personal style alive. When you shop small, you’re finding pieces that aren’t mass-produced, meaning you won’t walk into a room and see five other people wearing the same thing. That’s what SilkFred is all about—helping people discover independent brands that offer something different to the mainstream.”
The Key to Personal Style
If we want to reclaim personal style, it’s time to move away from chasing every fleeting trend and start shopping with intention. Independent brands don’t just create unique, quality pieces—they allow for a more thoughtful approach to fashion. Instead of being dictated by the algorithm, why not invest in pieces that actually feel like you?
On developing a personal style beyond TikTok trends, Megan recommends:
“While TikTok trends can be a fun source of inspiration, true personal style is about what makes you feel confident, comfortable, and authentically you. Instead of chasing every viral aesthetic, try building a wardrobe around pieces you genuinely love and will wear beyond the trend cycle. A great way to do this is by identifying key silhouettes, colours, and styles that suit you, rather than what’s trending. Shopping from independent brands can also help you discover unique pieces that reflect your individuality, rather than what’s being pushed to the masses. Ultimately, personal style isn’t about following the algorithm—it’s about curating a wardrobe that tells your own story.”
So next time you’re about to check out a basket full of trend-driven pieces, take a step back and ask: do I actually love this, or has the algorithm, TikTok and influencers convinced me I should?