It's all the rage

FAD

A short-lived trend that sweeps in fast but fades just as quickly.

The phrase "all the rage" means something that’s wildly popular for a short time, which perfectly describes a "fad." The clue plays on the double meaning of "rage"—both intense popularity and anger—but here it’s about trends that sweep in fast and fade just as quickly. Think of fads like fidget spinners or pet rocks: everyone’s obsessed for a while, then moves on. The answer is a straightforward synonym, no tricks.