As the latest deadline for TikTok to be sold or banned in the US approaches, we’ll find out next month whether the app will continue to be a fixture on American phones or not.

A decline in fashion fads conceived by TikTok creators (think “cowboy core”, “office siren” and “coastal grandma”) means consumers and retailers won’t be as affected as they would have been a year or so ago, when such viral “aesthetics” peaked on the video-sharing platform. But brands have their work cut out in responding to what’s taken over since: lifestyle trends amplifying political, social and economic influences. After all, it’s much harder to monetise “recession core”, the “MAGA woman” look and “underconsumption”.

The “mob wife” trend – big sunglasses, big fur, big attitude – was easier to monetise than “recession core”.Credit: Getty Images

Super-speedy TikTok trends are best exemplified by the viral “mob wife” look from early last year, characterised by big fur coats and equally voluminous hair. Retailers responded by stocking more animal print and bold lipstick. This was one of many fleeting fashions that emerged in the wake of the pandemic when TikTok really took off, and dressing for short videos replaced IRL outfits.

It’s not easy keeping up with so many flash-in-the-pan fads, from “tomato girl” to “pilates princess”, particularly as the economy darkens. Fatigue has set in and consumers are now prioritising their personal style over every new “core” and trend. That’s trickier for brands to be part of, but they are........

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