TikTok's monthly minting of new trends is fueling a rise of new aesthetics, including e-girl, clean girl, Y2K, fairy-core, alt, mall goth, cottage-core, coconut girl, dark academia and coastal grandmother in just the last year.

Why it matters: The fast fashion industry thrives on such rapid shifts, creating more and more cheap, lower-quality clothes that will end up in landfills as new trends wipe out old ones.

Nil Sani, a 19-year-old lifestyle and fashion YouTuber, told Axios she feels pressure to keep up with fashion trends. Apps like TikTok and Pinterest promote consumerism and fast fashion, she says.

Zoom in: "Coastal grandmother" is the latest trending aesthetic. The term was coined by TikTok user Lex Nicoleta in March 2022.

This particular trend does have some perks.

What to watch: Many young people are resisting the siren song of fast fashion by embracing secondhand options.