Other examples include the hibiscus-printed OвЂ™Mighty dress that arguably launched the coconut girl aesthetic into existence and another House of Sunny item, the Day Tripper cardigan, which features waves of color reminiscent of a surrealist landscape painting.ДЄgain, although these House of Sunny items were constructed per the brandвЂ™s sustainability standards, their status as viral microtrends made them a target of imitation by fast fashion companies. In her videos, she uses the term to describe singular items of clothing that go in and out of style quickly without affecting the baseline of whatвЂ™s considered fashionable. Mandy Lee, the articulate and stylish mastermind behind the TikTok account -she wore vintage Pucci to our Zoom interview-popularized the use of вЂњmicrotrendвЂќ on the platform. And, as if I needed another reminder of my emergent cheuginess, the dress didnвЂ™t even fit.ДЄlthough House of Sunny isnвЂ™t technically a fast fashion brand, the meteoric rise and fall of The Dress exemplifies a вЂњmicrotrend,вЂќ just one symptom of the rapidly accelerating trend cycle. Unfortunately, that period of trendiness had passed by the time I actually received the dress TikTok, Pinterest, and even the millennial-infested waters of Instagram had moved on to the next viral item.

Vogue likened owning the dress to being part of a cult. You might think IвЂ™m being a bit dramatic, but there was a time when you couldnвЂ™t open any social media platform without being bombarded with photos of the Hockney dress-in exotic locales, paired with a shoulder bag on the streets of New York, even on Kendall Jenner with an impractically large straw hat.

IвЂ™m talking about the House of Sunny Hockney dress. IвЂ™m talking about a different viral garment, one nearly synonymous with the modern Pinterest girl and resplendent in green swirls. No, IвЂ™m not talking about that dress, although I have strong feelings about the fact that it was white and gold. Early this spring, fueled by the riches of a recent paycheck and the exhilaration (fear) of finals week, I purchased the dress.

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