How Nostalgia Reinvents Itself and How Brands Can Participate

Every time you think you can escape the popular culture trends of years past, we can guarantee that there is a TikToker somewhere out there trying to make them cool again. Remember the bedazzled Von Dutch hat had on folks in 2007? Or the “Tonight’s the night we’re going to remember forever” party manifesto found in every 2010 pop song? Yeah, they’ve recently come back.

That’s the cool thing about nostalgia. It’s cyclical. When a fad disappears, it’s bound to come back in due time … and TikTok has made it much easier for old fads to trend like wildfire. We see this predominantly in FashionTok; we are amidst a wild resurgence of 90s and 00s fashion trends, and even if the TikToker wasn’t old enough to partake back then, they aren’t wasting any time in participating now. TikTokers like @tinygirlbigclothes and @tinyjewishgirl thrive at this and have built a whole community of followers by doing so.

FashionTok isn’t the only niche where we are seeing old trends see new life. BeautyTok is bringing back thin eyebrows à la Drew Barrymore in ‘98 and the blush application you’d see in a ‘94 Chanel runway show, MusicTok is remixing 2010s hits with tunes that would have played at a dance club in ‘91, and even DesignTok is getting in on the nostalgia craze by showcasing living room setups that replicate a ‘92 Better Homes and Garden magazine. All this to say, TikTokers have an obsession with the past and it’s only going to grow stronger as the years go on.

As for our prediction of where nostalgia will take us in 2022, all the signs are pointing at the inevitable rise of 2013’s Tumblrcore. Think stud-embellished skinny jeans, gothic clothing and makeup, black and white vinyl records, and the “IDGAF” mentality that ran rampant throughout that year. Are we just as scared as you are? Absolutely. But, we must remember that this was the time of free expression and self-exploration for Millennials. As for Gen Z, it was when they would look up to their older siblings and think they were the coolest person in the world for wearing Dr. Martens every day and knowing every Paramore lyric. This era symbolized the eradication of what society told teens what they should be and led to a whole new, badass generation that won’t take no for an answer. This is what Gen Z is already setting out to do, isn’t it? That looks pretty cyclical to us.

So, what does this mean for your brand?

Wherever nostalgia takes us in 2022, it’s important that you not only recognize the conversations happening on social, but also participate and integrate yourself within them. If Tumblrcore does in fact come back, use that to your advantage - when creating original music, don’t be afraid to lean into the indie/punk music genre to promote your brand. If you’re a makeup brand, it may be in your best interest to start showcasing some edgier, “hipster”-tinged looks on your feed. All that to say, social listening is key. These are the sort of trends that Movers+Shakers’ culture squad follows closely, to find opportunities for our clients.

Whatever era your audience transports themselves back into in 2022, be sure to not only follow along but steer the ship.