The magic of the past
Trends are cyclical and we’ve seen the coming and going of retro fads. But in recent times, from fashion to music to entertainment, Gen Z seems to be nostalgic for the ’90s and Y2K. What’s driving this yearning? Let’s take a Deep Dive.
🌺 Previously reserved for generations that have loved and lost, nostalgia is not just for older generations anymore. Zoomers—and millennials—are looking to the past for comfort.
🕰️ Gen Z’s desire for simpler times before the internet and social media is fuelled by overstimulation and dissatisfaction with the present.
📈 Brands are leveraging nostalgia marketing, or “nowstalgia”, tapping into fond memories to create connections with their audiences.
QUOTABLE
“I strive towards making something with feelings I’m naturally drawn towards... such as the songs I grew up with.”
— Kai Buizon, singer-songwriter
BY THE NUMBERS
15% Gen Zs are the most nostalgic, with 15 percent of the generation preferring to think about the past instead of the future.
$350 billion With Zoomers’ love for thrifting, the global used clothing market is expected to double its current size and reach $350 billion by 2027.
2.6 billion TikTok’s #WesAnderson trend, comprising videos in the filmmaker’s whimsical aesthetic evoking escapism and nostalgia for bygone eras, racked up 2.6 billion views in 2023.
1,000 Compared to 2007, the number of uploads of retrogaming videos on YouTube in 2022 was over 1,000 times higher, indicating that older games are getting the most focus among creators.
QUIZ
Which decade’s fashion is most popular among Gen Z?
A. 1980s
B. 1990s
C. 2000s
Scroll to the bottom for the answer.
DID YOU KNOW?
Gen Zers don’t just lose themselves in the classics, but also in the musical hits of the early 2000s. It’s led to a resurgence of interest in artists like Avril Lavigne, Blink-182 and the emo subculture era.
TATLER GEN.T LEADERS OF TOMORROW
THE EDIT
👟 Oldies but goodies. With a strong commitment to sustainability, Zoomers have made thrifting cool again.
🌊 Turn of the cultural tide. Though it might seem recent, the 2014 to 2016 era is already triggering nostalgic feelings.
💄 She’s got the look. The makeup trends of yesteryear are going viral on social media with the #2016makeup challenge kicking off in 2021.
🕹️ The gaming consolation. Despite technological advancements like hyperrealistic graphics, and augmented and virtual reality, retro video games and consoles are making a comeback.
WATCH
South Korean girl group, NewJeans, adored for their girl-next-door charm and musical sound that’s reminiscent of the 1990s and early 2000s era, masterfully evokes a sense of nostalgia in their 2024 Bubble Gum music video through stylistic choices and visual elements.
THE FULL PICTURE
In 2022, 97 percent of Zoomers surveyed by research firm DCDX reported feeling nostalgic, with 53 percent saying they experience it often or all the time.
KEY PLAYER
Emma Chamberlain
A leading influencer driving the nostalgia trend among Gen Z, Emma Chamberlain showcases vintage fashion, music and culture on YouTube and social media for her millions of followers.
HONOUREE TO KNOW
Chu Wan Pin
At the tender age of seven, Chu Wan Pin started learning a number of traditional Chinese instruments—specifically the erhu, gaohu and banhu. He’s won multiple competitions in China and across the globe and graduated with honours from King’s College London in music.
ONE FINAL THING
The dark side of nostalgia is that we reminisce a time when we were conditioned to crave wealth, fame and hustle culture. This focus puts a strain on our bodies, finances and mental health.
