The era of trends is in full swing — and nowhere is that more evident than at Palo Alto High School. A simple stroll around campus offers a snapshot of both modern consumer culture and how immersed Paly students are in it. From the sea of Sambas and Jordans shuffling across the quad every day to the Lululemon keychains dangling from swaying Longchamp tote bags, it is clear that many students embrace online trend culture from head to toe. With social media offering instant access to all the latest products, people across the globe — and across Paly — are indulging in microtrend-fueled consumerism more than ever.

Participating in trends and buying hotshot items is hardly anything new. Throughout history, we’ve seen social and cultural trends come and go, affecting fashion and behavior. In the eyes of Paly social studies teacher Katya Villalobos, this tendency is merely a thread in the greater historical tapestry of American consumer culture. 

“After 1880, you can see how consumer-oriented America has become,” Villalobos said. “That became part of the culture. … Then, we saw it [consumerism] go down during the [Great] Depression. Then, after the war [World War II], there was another explosion of consumers because people wanted to buy things again.”

The same cycle of consumerism also plays out on a local scale. Varying between specific brands, items and styles, these fleeting fads and microtrends encompass a wide variety of what Paly students wear — signaling what’s trending in the school community. As a teacher, Villalobos has an outsider’s perspective on student trends she has witnessed over the years.  

“I’ve definitely seen the microtrends,” Villalobos said. “I see the water bottles, I definitely see the bracelets, I see Birkenstocks [and] the Boston clogs. But, most of all, I remember the Lululemon explosion.”

Bursting onto the scene in the early 2000s, Lululemon’s immense rise to popularity and lingering longevity is a masterclass in what it takes for a trend to stick. Maintaining a solid presence in the school community for over a decade is no easy feat, given how many trends come and go in waves hitting the hallways every year. For many, it can be difficult to keep up, as it feels as though there is always a new trend emerging hard and fast. Freshman Maggie Sabina, for example, has picked up on one of the recent trends beginning to gain rapid traction around Paly this season. 

“Rainbows [a flip-flop brand] are becoming really popular,” Sabina said. “Lots of people probably invest in them because of how common it is to wear flip flops in Cali and around this area.”

It’s no coincidence that these highly coveted items, ranging from $98 leggings to $170 sandals, also carry the heaviest price tags. The expense itself makes the item inherently more exclusive, as not everyone can afford to participate in the trend. Together, the price and brand of an item add to its allure; what is technically a simple new product can instantly turn into a status symbol. As freshman Natalie Yau sees it, the value of an item often stems from the image it projects towards others.

 “Recently, trendy items have determined where you fit in certain groups,” Yau said. “Showing that you have an item, even if you don’t like that particular item, changes how they perceive you as a person.”

These items serve as a form of social currency, elevating their owners to a selective group of people who are in with the latest trends and willing to pay top dollar for them.

Thanks to social media, microtrends have the ability to spread infectiously — and fizzle out just as fast. Remnants of past trends can be found stuffed on sale racks, where artifacts like polka dot bubble skirts and pajama pants pile up in corners to make room for the next big viral sensation. Junior Tess Li speaks to her occasional indulgence in trends catalyzed by online media. 

“I get influenced to buy products a lot, especially on TikTok, with things like beauty products, perfume and skincare,” Li said.

Oftentimes, if something makes a splash online, it will subsequently see more success on the shelves, as an item’s virality directly correlates with its vitality and overall popularity. Senior Woody Chehadeh said he adapts his spending habits in specific consideration of social media. 

“Social media does a really good job at advertising certain items,” Chehadeh said. “But, when I want to purchase something, I usually ask myself whether it’s trendy or whether I actually like it. And if I don’t like it, I usually don’t get it.” 

 For many teenagers, the bigger the internet phenomenon, the stronger its grip on cultural relevance and consumer culture. Social media platforms like Instagram and TikTok serve as constant, instant streams of exposure and advertisement — they play a big role in driving these trends, as senior and Sustainable Fashion Club President Chloe Huang explains. 

“When a certain style, pattern or fabric goes viral, a lot of brands are always quick to produce duplicates of the same trendy clothing, which fuels microtrend cycles,” Huang said. 

This rapid replication and circulation of microtrends can feel endless, blurring the line between natural popularity and strategic, corporate promotion. Social media holds such power due to its rapidity and ability to target viewers. Villalobos likens this phenomenon to a contemporary form of propaganda, used to keep the wheels of the consumerist machine turning.

“Propaganda is not a new idea, and how propaganda has been used to sell things is definitely a 20th century kind of creation,” Villalobos said. “It’s very targeted, and I think that influencers are a very modern form of it.”

Influencers hold an extremely powerful influence over their captivated audience, but not without effort. A great deal of curation goes into maintaining a massive online empire and making a profit off of it. 

“[Influencers] become their own mini public relations firms and, obviously, they get paid to do this,” Villalobos said. “They monetize their opinions, and it’s a truly American thing in that way.”

Ann Swidler, a professor of sociology at the University of California, Berkeley, has also noticed the quintessentially American nature of the situation. Not only do influencers reflect a broader historical pattern of American entrepreneurship, but the people buying into these trends showcase the American tendency to pursue and praise individuality. 

“It is very American for groups to constantly differentiate themselves by small elements of their taste that make some kids members of one clique or subgroup, and other kids members of another,” Swidler said. “This can also have a hierarchical dimension: The ‘in’ kids set the trends, and others follow a little bit later. That forces the in-kids to keep innovating to keep ahead.” 

Students are consistently exposed to what influencers and brands want them to see. It’s important to note that the influence of peers can be just as powerful over local trend culture as that of big-name influencers and brands. Elijah Williams, a senior at Gunn High School, explains how broader community trends are represented online.

“On social media, with what your friends post online, you see the niche and trendy parts of your own community, and you can definitely see this here in Palo Alto,” Williams said. “With trends’ rising representation online, more people copy just to play into the part of what’s ‘cool’.” 

Although,  for some, it’s easy to form a disconnect between those who create a trend and those who are given the credit for making it mainstream.  

“There are definitely stereotypes around trends,” Williams said. “There are many times when the trends are Black trends, but it isn’t acknowledged and respected. Many trends are adopted by white culture and contributions of discriminated cultures are not accounted for. For example, baggy pants are a Black trend, but you’ll see nowadays that [people are] not acknowledging Black culture.”

Oftentimes, certain trends only gain traction because of who is selling them to the general public and where they fit into mainstream culture. People primarily purchase these items to fit in with the greater group of people around them because of the social boost and assimilation they provide. Huang explains a primary drive for trends in the Paly community.

“Most people initially buy trendy items like Owalas [water bottle brand] or certain clothing brands because of curiosity about what it’s like to own the item, too,” Huang said. “When everyone around you has the item, oftentimes you feel left out if you don’t.”

While embracing different trends can feel exciting and normalized, it often leads to overconsumption and the waste of numerous products. Recognizing the pull of social currency can help students pause and reflect on what is driving their purchases. Chasing an item because of peer recognition, social status or impulse rather than genuine interest can lead to unhealthy spending habits.

“If you have the urge to buy something, maybe don’t buy it right away and sit on it for two weeks,” Li said. “Then, if you still want it, buy it.”

By approaching these trends thoughtfully, people can enjoy different fashion and lifestyle products without being wasteful. One way to do this is by buying from different thrift stores or resale platforms like Depop, which not only promote sustainability, but also help develop personal style. 

“Thrifting really helped me develop my style, especially since a lot of the pieces you can find are so unique,” Huang said. “Most people value their thrifted clothing more because they are so hard to find elsewhere, which is refreshing with a bunch of microtrends and brands making dupes of clothes.”

This approach encourages mindful consumption and supports a culture of reusing and repurposing items. To avoid this issue in the future, Williams offers some guidance.

“It’s important to go about these trends with moderation,” Williams said. “There’s no point in buying everything you see online.”