![]() There’s even an Instagram account ( 90sanxiety) with over 1.8 million followers, regularly sharing content relating to none other than 1990s throwbacks. ![]() Hilton also starred in the ad campaign for SKIMS’ velour tracksuit, alongside Kim Kardashian West a creative nod to the Juicy Couture velour trend that defined the early 00s and started during the ‘A Simple Life’ era.Īnd then there’s the Gucci x Disney collaboration that includes exclusive collections of apparel featuring Donald Duck, Doraemon and Pokémon, and Loewe’s collaboration of ready-to-wear and accessories featuring Totoro earlier this year – all leveraging cartoon icons from millennials’ childhood. The Y2K girl is a key trend of the Gen Z TikTok community - there are a multitude of Y2K hashtags, with Y2K fashion alone clocking up nearly 100 million views so far.įor Coach’s Y2K-inspired campaign, the brand tapped early 00s icon Paris Hilton alongside internet personality Rickey Thompson and musician Kim Petras with creative visuals that recreated the retro AIM-style chatroom that many will remember fondly. It all started with as part of a paid partnership with Free People but, since then, it’s been picked up by multiple followers and other creators too. Take the latest Y2K pop star trend - where TikTok stars take a time machine back to the 2000s to re-imagine their wardrobe choices, taking fashion inspo from pop stars of that time. Since TikTok started to dominate the social media scene, nostalgic moments like these are seeing a new burst of life - and everyone is joining in. Brands that have such a rich history in recent culture, like Microsoft and Coca-Cola, are well placed to capture this sentiment perfectly through brand partnerships that play on those memories and iconic products of old.īut it’s not only heritage brands who have an invite to the nostalgia party. Nostalgia has been big in the world of entertainment for a long time now, with hit TV shows like Netflix’s Stranger Things paying tribute to 1980s movie classics and pop culture of that era, new iterations arising of beloved 90s favourites like Sabrina The Teenage Witch and the return of culture-defining shows like Friends and Sex and the City, which have been off air for decades. It’s no surprise then that marketers are also leveraging nostalgia in a big way in the hopes of creating emotional bonding moments with their audiences looking to remember happier times - which is a welcome distraction from the current circumstances we all find ourselves in. From Spotify Wrapped and Spotify Time Capsule (allowing users to recount their 50 most-listened-to songs/artists and top tracks of a particular year gone by) to Facebook and Instagram ‘Memories’ and Timehop, social media doesn’t want us to forget the past - and neither do brands. A good old dose of nostalgia to remind us of the good times is just what consumers have been craving in the midst of a period of economic uncertainty. ![]() Just think about that in today’s media landscape and nostalgia has been everywhere over the last 12 months. After all, experiences of the past are what help form identities in the present. The Nokia 3310, Britney Spears’ pink fluffy hair ties, Michael Jackson’s ‘Thriller’ cassette playing through your Sony Walkman all of us can look back on a moment in time with fond memories that were defined by a new piece of tech, a fashion craze or a tune that defined a decade.
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