Who is determining the fashion trends and the hit products?

Spring has arrived, and with the change of seasons, contemporary young people are once again faced with a soul-searching question, "What should I wear tomorrow?"

Obviously, the clothes in the closet are so numerous that it seems they could explode, but the outfit finally chosen is still the one that was most often worn before. It is really not easy to be a fashion trendsetter.

Because the popularity of fashion trends is not accidental; behind it is a covert power struggle among multiple forces. Have you ever wondered who exactly is deciding what we wear every day?

The Shift in Fashion Discourse Power

Twenty years ago, in "The Devil Wears Prada", Aunt Mei exposed the top-down power structure of the traditional fashion industry with the line, "Do you think the sweater you chose is really the one you chose?" The color change of an ordinary sweater is behind the absolute control of the elite over the public's aesthetic.

However, the rise of the Internet has overturned the century-old game table. Take the popular #Maillard#MintMambo in the past two years as an example. They are not authoritatively released by a certain color institution nor appointed by a fashion master, but purely fermented and popularized on social platforms.

From the light Morandi to the intense Dopamine (#Dopamine#Maillard#Gray#KleinBlue#AngoraRed...), more and more fashion trends are emerging from social platforms. These seemingly accidental "wild aesthetic events" are actually the tip of the iceberg of power transfer - those young people who slide the screen late at night are taking the fashion discourse power back into their own hands with their electronic footprints of likes, searches, and orders.

How Do E-commerce Platforms Boost Trends?

With the return of fashion discourse power to the younger generation, brands and e-commerce platforms are also responding to the consumption propositions of the young group with innovative services to help release the consumption vitality of the new generation.

The resurgence of the "Millennium Style" also proves this point. Driven by a large number of K-POP and European and American pop music, celebrities have brought the colorful and unconventional "Y2K style" to the stage, and many items and elements popular in the millennium have become popular again. The enthusiasm of young people directly affects the sales trend of products. After all, whether a style is really popular depends on whether consumers buy it.

In the "White Paper on the Spring and Summer Fashion Trends in 2025" released by Vipshop, which focuses on clothing, eight popular trends for this spring and summer are mentioned, among which the Millennium Sweet Cool Style is one of them. The search volume for related products on its platform has also increased significantly, and keywords such as bud skirts and armpit bags have become the focus of attention.

The Ultimate Decision-Making Power of Trends Always Lies in the Hands of Consumers

In this context, brands and platforms not only need to pay attention to the cutting-edge fashion trends, but also need to deeply understand the needs and interests of young consumers in order to find a foothold in this rapidly changing market.

After all, those popular items that flood the screens are the answer of a generation's collective voting. The evolution of trends ultimately lies in everyone's daily choices.

So this spring and summer, which style will you choose?