by By Katie O’Shea
I was mindlessly scrolling through TikTok last week when I stumbled across something weird: an influencer with a massive following was actively telling people not to buy the trending Stanley Cup everyone was obsessing over. And her video had millions of views. Welcome to the age of “deinfluencing,” and honestly, it’s one of the most interesting things happening in social media right now.
So What Exactly Is Deinfluencing?
The trend really took off in early 2023, and it’s pretty much exactly what it sounds like. Instead of the typical “link in bio!” content we’re all used to, creators are posting brutally honest takes about products that aren’t worth the hype. The #deinfluencing hashtag has racked up billions of views, with people calling out everything from overpriced luxury bags to those viral fashion items that fall apart after one wash.
But here’s where it gets more interesting: it’s evolved beyond just “this product sucks.” Creators like @leahlouvaine and @overcoming_overspending are building entire platforms around the idea that maybe we just don’t need more stuff. They’re encouraging people to shop their own closets, stop chasing every micro-trend, and actually think about what they’re buying. It’s refreshing, honestly.
Why Fashion Brands Should Actually Care About This
This is kind of a big deal for the fashion industry. Brands have dumped billions into influencer marketing. Influencer Marketing Hub reports that over $21 billion was spent in 2023 alone. Fashion is one of the biggest players in that space. But what happens when people are actively seeking out content that tells them to save their money?
There’s also the whole sustainability angle. Gen Z isn’t just worried about their bank accounts; they’re genuinely concerned about the planet. They can smell greenwashing from a mile away, and they’re over it. The constant cycle of haul videos and “what I bought this week” content is starting to feel gross to a lot of people. We’re seeing a shift toward wanting authenticity and transparency, not just another #ad.
The Plot Twist: This Could Actually Be Good for Brands
Here’s the thing that surprised me, deinfluencing doesn’t have to be a death sentence for fashion brands. Some companies are actually leaning into it. Patagonia ran a campaign called “Don’t Buy This Jacket,” telling people to repair their old gear instead of buying new stuff. And you know what? It made people love the brand even more.
The smarter brands are figuring out that they can work with deinfluencers instead of against them. Instead of pushing quantity and constant newness, they’re highlighting quality, craftsmanship, and pieces that’ll last. It’s a different approach, but it resonates with people who are tired of buying things that end up in a donation bag six months later.
Where This Is All Heading
Deinfluencing shows that social media is growing up. People are getting smarter about what they consume, both content and products. They can tell when something feels fake or forced, and they’re not interested anymore.
For fashion brands, the days of just throwing money at influencers for generic promo posts are pretty much over. The brands that’ll succeed are the ones that can be real with their audience, build actual communities, and prove they’re offering something valuable beyond just feeding into our shopping addictions.
Connect with me: https://www.linkedin.com/in/katie-o-shea-56830b335/
References
Chokrane, B. (2023, December 21). What is deinfluencing? unpacking TikTok’s unlikeliest shopping trend. Vogue. https://www.vogue.com/article/what-is-deinfluencing
Journal, S. (2025, May 21). The environmental impact of the Fast Fashion Industry: Infographic & Stats. https://sanvt.com/blogs/journal/environmental-impact-of-fast-fashion-infographic?srsltid=AfmBOoq9BVZNv75YqB1SSHfpAzraD8D–BZcIBd5VkhBV5K39KB5DdWm
Patagonia. (2022, November 22). Don’t buy this jacket, Black Friday and the New York Times. Patagonia Stories. https://www.patagonia.com/stories/dont-buy-this-jacket-black-friday-and-the-new-york-times/story-18615.html
Santora, J. (2024, December 13). 35 influencer marketing statistics shaping 2024. Influencer Marketing Hub. https://influencermarketinghub.com/influencer-marketing-statistics/
Hi Katie. Great blog post! I really liked the Patagonia example that you included. I hadn’t heard of that ad campaign before, but I think it is a perfect example of how brands can tie current trends to their personal brand. Patagonia’s commitment to environmental conservatism aligns well with this campaign, letting customers who have seen this de-influencing trend connect it to Patagonia’s brand as a whole. I wonder what other brands have leveraged this trend?
Hi Katie, I thought this post was great! I just saw a video of an influencer going through her closet and saying not to buy expensive designer brands because it’s not worth it. I was shocked because every video I see about fashion or clothes usually has something linked in the bio. I hope we are heading into an anti-consumerism era.