Fashion's new power move? Turning away from influencers and the overhyped

The Star

5 days ago

Fashion has always been about the thrill of the new – seasonal drops, viral must-haves and fresh trends, but a change in thinking is happening.
Growing awareness regarding overconsumption is prompting style-conscious consumers to take a step back.
In its place? A more thoughtful, intentional approach to getting dressed – one that values longevity, personal aesthetic, and saying no just as confidently as saying yes.
This movement, known as 'deinfluencing', is a pushback against the so-called influencers who encourage constant shopping, even when the promoted products are not truly needed.
Gen Zs are leading the charge in questioning the pressure to keep up with every trend.
Asfaq Luthfiya Kuthubtheen, 18, says she does not get influenced easily, but she understands why some people give in.
'Social media makes it seem like you always need something new to stay relevant, or to be seen as stylish,' she explains.
Asfaq stresses that not every viral item deserves a spot in our wardrobes.
'It's nice to see people being 'real' about this. It also reminds us that we don't need every single thing we see on TikTok or Instagram just because it's trending.'
According to her, fashion overconsumption is being talked about more now because everything moves so fast on social media.
'People are getting tired of it. Also, with how expensive everything is lately, I think more of us are just trying to save money and not fall for every trend,' she adds.
Those who encourage others to spend indiscriminately are being called out for their unhealthy social media practices. Photo: Pexel
Leong Yew Keong, 22, shares that he used to shop excessively. He has since stopped and now prefers thrifting – but even buying second-hand, he notes, can still lead to overconsumption.
'Overall, I do really consider the prices and my purchasing choices, where I only pull the 'trigger' if it's actually worth my money,' he says.
Leong confirms that he has noticed growing calls for deinfluencing. Ironically, the message is reaching him through social media itself.
Although he supports the idea, he believes the real issue lies in how fashion is approached.
'People should still have the freedom to shop. Buying clothes isn't wrong – as long as they're worn. The problem arises when people buy things they don't need, which ultimately leads to wastage.'
Read more: 'Moving far too slow': Fashion labels lag behind on sustainability pledges
'Not about guilt or shame'
Dr Alshaimaa Bahgat Ezzat Alanadoly, senior lecturer at Taylor's University design school, says deinfluencing began gaining traction in 2023.
She believes the trend is spreading quickly in the fashion world, even giving rise to 'deinfluencers' who call out products that are overhyped, overpriced or unsustainable.
'It is a form of reverse marketing – or demarketing – that encourages people to pause, reflect, and make more intentional choices before spending.'
This pushback, she points out, is largely a reaction to the extremes of influencer culture, where endless consumption and trend-chasing have become commonplace.
Deinfluencing invites consumers to question that norm, overcome the fear of missing out, and embrace habits like decluttering, reducing waste, and buying less, but better.
'At its heart, deinfluencing is not about guilt or shame – it's about balance. Buy what you love, but make it last. Maybe skip that tenth pair of jeans that looks just like the rest.'
Drawing on over a decade of experience spanning both academia and the broader fashion industry, Alshaimaa sees deinfluencing as part of a larger cultural shift.
Conscious consumption, she adds, is no longer a niche trend – it's a growing movement that is actively reshaping the future of fashion.
Alshaimaa further notes that economic pressure is a major driving force, with many Malaysians – especially youths – rethinking their discretionary spending, including frequent fashion purchases.
'Platforms such as Carousell and the proliferation of local thrift stores have gained popularity, while renting outfits, especially during festive seasons, is becoming a more practical and eco-friendlier common trend.'
Education and digital platforms are also playing a role, she says.
A growing awareness of overconsumption is prompting fashion consumers to loosen their hold on fleeting trends. Photo: Freepik She applauds homegrown brands and initiatives such as Biji-Biji Initiative, Kloth Circularity, as well as global players such as Re.Uniqlo, all of which are helping consumers see that greener alternatives exist.
Alshaimaa's advice for anyone struggling to resist shopping is to ask what they want their clothes to say about themselves.
'When you do shop, focus on quality over quantity. Invest in pieces you love and can wear repeatedly. Trends will pass, but well-chosen items will remain staples,' she adds.
'Most importantly, be your own influence. Show others that mindful fashion – grounded in values and personality – is just as inspiring as the latest trend.'
Read more: Can the fashion industry turn to technology to solve its massive waste problem?
Style beyond the 'likes'
Fashion brands are certainly taking notice of the deinfluencing movement, with some acknowledging past excesses.
The Shirt Bar, a menswear brand with a presence in both Malaysia and Singapore, is making efforts to become more transparent and sustainable.
It is also working to align closely with the values of conscious consumers.
Founder Serene Ang says her business is using social media in a different way.
Instead of needlessly hyping up trends, the brand focuses on sharing smart styling tips, slow fashion education, and deep dives into product features or benefits.
She insists that this will not take the fun out of fashion, but bring more intention, purpose and longevity into it.
Regarding those on social media chasing numbers, Ang reminds users that deinfluencing is a powerful call to keep fashion focused on people, not on 'likes'.
'We also believe that good design shouldn't chase trends, it should outlast them.'
Ang describes The Shirt Bar as a 'sustainable fashion tech brand that champions slow fashion'.
She highlights the innovative features of her products – such as anti-bacterial, anti-odour and spill-resistant properties – rather than focusing solely on colour or cut.
The reason, she says, is simple: 'It's no longer about owning more, it's about owning better.'
As it is, Ang has noticed that today's fashion lovers are indeed rethinking their approach to style.
'We're seeing customers asking smarter questions. They want pieces that work harder in their wardrobe, not just for a single occasion or trend,' she comments.
'Our customers aren't just buying clothes – they're investing in pieces that feel good, last longer, and support a more thoughtful, intentional way of living.'