Armida Ascano in The Globe and Mail

Going viral online requires a single piece of content to drastically impact or influence the internet. This content can range from a funny pet video, to a politically charged open letter, making the concept of 'going viral' something unpredictable, and difficult to grasp. In light of this, Trend Hunter's Armida Ascano spoke with The Globe and Mail about the process and implications of viral culture through the lens of fashion.

The article titled 'This is how a piece of clothing goes viral' by Stacey Lee Kong explores fashion pieces that have gone viral online, the psychology of viral trends, and the cultural implications that surround these fashion items. The article explains that viral culture pre-dates social media, as, Armida cites "mainstream popularity of JNCO jeans in the 1990s and Air Jordan 1s in the eighties as past examples of this phenomenon."

Read the full article on The Globe and Mail here.