I Bought the Viral TikTok Sweater. Here’s Why You Shouldn’t (or Maybe You Should)

In defense of personal style in a viral age.

I did it too. Just yesterday, I bought the J.Crew Rollneck sweater… the one suddenly selling out in every color because TikTok girlies collectively decided it was the it item of the moment.

Now, in my defense, I own a lot of sweaters from J.Crew and decided this purchase wasn’t radical for me. But, the internet is powerful like that: it can take an overlooked classic and turn it into a viral, must-have uniform in a matter of days.

While I’m not above following a trend, I also believe in the value of personal style. In an age where algorithms make us all want the same sweater or the same brown suede handbag, style becomes less about self-expression and more about groupthink.

When thousands of us are wearing identical outfits, individuality gets drowned out.

Personal style has always been more than what’s “in” at the moment. It’s the quiet language of who you are. For me, its the 15-year old pair of leather boots I’ll never toss, the costume earrings I always reach for, the vintage handbag I scored à la Brocante Saleya in Nice. These are the kind of pieces that make you memorable in a sea of sameness.

The internet has flattened fashion into a uniform, and it’s tempting to let it. A trending piece offers a sense of security: you know it works, you know it’s chic, you know you’ll get approval in the comments section.

But, we all know that trends fade. The rollneck will eventually be replaced by some other Next Big Thing. But the details that make up your personal style — like my vintage handbags or classic riding boots — are what endure. They’re what people remember.

So yes, I bought the sweater. But I’ll wear it my way, because the best trend is still being impossible to copy.