What: Fashion aesthetics such as “coastal grandma” and “coconut girl” can rise and fall in a matter of weeks on TikTok. Brands looking to be a part of the next big trend must move quickly, but carefully.

Why it is important: Searches for linen pants increased 66 percent in May on Poshmark, thanks to “coastal grandma,” while searches for pleather bodysuits spiked 83 percent on Google during late March, just as videos featuring “fetishcore,” flooded TikTok.

Keeping up with TikTok fashion can feel impossible. Trends move at lightning speed, and while some terminology becomes a permanent fixture in fashion’s evolving lexicon, others disappear with a swipe.

But with a user base of nearly 1.8 billion, designers and merchandisers at all sorts of brands feel compelled to pay attention to what’s trending on the platform.

Many digital-first brands have built their entire business model on churning out TikTok-inspired styles. Legacy labels, however, are still figuring out their own ways to incorporate TikTok aesthetics into their merchandising and marketing.

Brands should evaluate which trends already work with their own DNA and incorporate them into the faster-moving parts of their business, like social media marketing.

TikTok trends run in “90-day cycles,” with a life span of six months at most. Crucial to keeping up with trending TikTok aesthetics is understanding their nuances and why shoppers are flocking to the look. The key is remaining consistent.

Keeping up with TikTok’s trend cycle