“project pan”&“lowbuy2025”: underconsumptioncore’s 2025 rebrand

tiktok trends don't tend to last, but underconsumptioncore seems to have transcended the algorithm into a macrotrend that's influencing our behaviour well after its initial popularity - let's break down the rebranding of underconsumption into new trends like project pan, no buy 2025 etc and why it suggests a deeper cultural movement!!

🫶 thanks sm for watching - pls like, comment and subscribe xx

🤍 follow me on tiktok / insta / threads: katieerobinson_
🎧 podcast: refashioned (Spotify & Apple)

(pls note i only work with sustainability-focused brands!!)

⏱️ TIMESTAMPS:
00:00 intro
01:27 underconsumptioncore rebranded: EXAMPLES
02:12 no buy 2025
02:49 project pan
03:54 Emma chamberlain & personal style
04:22 ANALYSIS: is this a bigger cultural shift?
07:08 how is the fashion industry reacting?
08:39 will this translate to less consumption IRL?
10:33 CONCLUSION: what does this mean?
11:52 byeee

#2025 #2025fashion #fashiontrends #fashionnews #fashiontrends #antihaul #shopping #whattobuy #sustainablefashion #fashionnews #fashiontiktok #trending #trendingvideo #fyoupage #smallcreator #fashioninfluencer #fashionblogger #socialmedia #socialcommentary #fashioncommentary #londoncreator #underconsumption #nobuy #nobuyyear #projectpan #fashionindustry

[kattmemes]

I feel like the easiest way to stop overconsuming, is to boycott a lot of unstainable and shady brands, which is, to be honest, most companies out there. It has made it easier for me to not support brands and corporations with my money. Being aware is key and checking your own consumption is important too. Checking what kind of content you consume on social media as well, I'd say matters a lot.

[Demeraaa]

I think consumerism is so deeply rooted that if there’s any change it’ll be from fashion and beauty to hobbies. People will now overconsume the materials and equipment required for hobbies instead.

I watch videos about ‘junk journaling’ collages and mixed media essentially, you’re meant to collect and collate things but I’ve already seen people selling junk journaling bundles on Etsy of eclectic stickers and clippings. Until we address our relationship to time and progress then we will always try and buy our way out of things taking time.

[buginashirt]

It’s crazy because when I was a teen, my mother saw me “hoarding” 15-20 mascaras, I thought it was normal because everyone on ig and tumblr had SO MANY makeup items… she tried to dissuade me from buying more, and I listened to her, because she was the one giving me money and I lived under her roof, but I had a feeling that I was missing out… I slowly understood that she was sharing her values with me, and now we give suggestions to each other on how to reduce consumption and be more green, I love her

[AlexaLikes]

Lowbuy is the perfect thing to get into if you want to budget, save, declutter and manage your time. Yes, time. People do not realize how time consuming shopping is. We were marketed retail therapy so much in the 2000s.

[ssevas]

the online world's pivot from consumption being aspirational to experiences/leisure time can also boil down to the fact that it is now easier for the everyday person to consume in excess. People can easily rack up debt to afford the latest thing. What may be more difficult nowadays is finding the time and energy outside of work to do an activity. It's another signal of wealth.

[VerymuchKham]

i lowkey didnt even know personal style was a trend, it just feels so dystopian that some people only starting exploring and being creative with their style and personality once it started trending

[willowstyczinski]

My problem was never beauty supplies. Years ago I realized that artificial fibers do not play nicely with my skin so I turned to purchasing only natural fibers. Then I found pure natural fiber clothing harder and harder to find at a price within my range. Additionally, I’ve had a really difficult time finding clothing that fits the way I want it to. At some point I just started making my own. Unfortunately sales and new prints and new colors, etc led to a growing hoard of fabric and sewing supplies. It’s gotten quite out of hand. I tracked my spending for several months and realized more money was going to sewing supplies and fabric than food during that time. Embarrassed and rather disgusted with myself, and before I even heard of underconsumption-core (I’ve never used TikTok), I decided to try not buying any sewing supplies or fabric for a month and actually use the hoard. I’m almost two months in and so far so good.

[julialouw]

I think it will be interesting to see how companies ultimately try to align themselves with the underconsumption macrotrend as it gains traction. I think your previous video on influencer brands already touches on this with brands marketing their clothes as 'timeless classic wardrobe pieces' to make consumers buy into the idea that this is a 'sustainable' way of spending when ultimately the most sustainable would be to not spend at all.

[RCZeta]

This was encouraging! I confess, as someone who is not on social media except Tumblr, I had little hope that underconsumption was going to be more than a flash in the pan. But as it evolves and rebrands and more people see and think about sustainability steps, I think the cultural momentum is building. I don't expect most people to be as into it as I am, but even if they just buy fewer things because of a trend, that's still a win!

[Mondscheinstaub]

I have personally stopped shopping clothes e.g. in 2024. Not only do I have enough clothes, but I‘m also sick of the miserable quality of clothes in general. I‘m not willing to pay close to 100€ for a 100% polyester piece anymore. The next time I feel I want something, I will only thrift quality pieces and customize them by embroidery or distressing.

[piccalillipit]

*AS A BESPOKE TAILOR* of mens historical suits [1890-1940] this is my advice for everyone - DO NOT FOLLOW TRENDS - have your own style, *BUT HAVE A **_STYLE_*

Look like you are PURPOSEFULLY wearing the clothes you are in. Be who you are and wear what makes YOU happy - be that 1920's or goth. Buy clothes you will WANT to wear in 5 years and that you CAN wear in 5 years cos they are still wearable. Also - your local seamstress can work wonders on clothes to make them fit great and alter the style.

[aanchalgupta]

One thing I’ve started to do for a while now that genuinely helps is limiting my purchases to 3 items per season max (fashion). For example so far this year since we are in winter season currently; I’ve bought one merino wool sweater from a local Irish business (blarney wool mills). This technique works because you don’t fall into impromptu purchasing patterns. All purchases are thought through and you’d also ponder if there’s something that you already have in your closet that is similar to the item you’re planning to buy. Digital closet app whering helps a lot in this process as well !!

[blurrilines]

For me underconsumption core is what zero waste should’ve been, using things up and making do with what you have rather than shampoo bars and DIY cleaners (nothing against those but you get what I’m saying)

[Sara-mfpx]

This popped up on my feed and I actually made a New Year’s resolution to not buy clothing or shoes this year. Push myself to really focus on saving, financially healthy, declutter, repurposing, organization. Everything online pushes us to buy buy buy and it’s easy to get caught up in it. I’ve never been into cosmetics but also working on a simple healthy skincare routine to avoid cosmetics.

If we could collectively make a dent in billionaires pockets, lovely added bonus.

[unlikebee]

been waiting for someone to talk about the resurgence of no buy years! great video

[EmyN]

Unfortunately, I don’t think this is here to stay… because in a world where people feel they will never build wealth, they feel they can at least have some happiness by spending money where they can, although we can hope it will diminish consumerism a tad!

[orangemelon]

i think we need to take advantage of this momentum so i encourage everyone to join a no buy group in their area OR make one like i did. i’m gonna do swapping events (of clothes and any other things like appliances etc) and hopefully some workshops (on mending clothes). i also want for people to share advice (what ethical shops there are or anything useful). people need community and support in ditching overconsumption! we can do this guys

[fuupuppy]

Using up what you have is so incredibly satisfying! I like dropping off my beauty product empties in stores partnering with Terracycle (ex. L'Occitane and Shoppers Drugmart in Canada).

[abstractforest]

I think some brands are catching on to the experiences over consumption thing because I’ve gotten several ads that were like “when you gift our product you gift an experience! Think of all the adventures your person will go on wearing these clothes!” It was very weird.

[piccalillipit]

*I THINK IT HAS MOVED FROM A TREND* to being an underlying feeling that its just NOT cool to consume to excess anymore.

In the UK in the early 90's it was a real status symbol to have a *VERY* expensive kitchen, entertaining had moved from the living room to the kitchen. By 97 it had got so out of hand that suddenly if you spent a year's wages on a kitten you were seen as an id!ot and overnight all the high end kitchen companies went bust. I think a similar thing is happening with fashion.