The Phenomenon of the 90s Revival Among Gen Z, From Sheila on 7 to Analog Cameras

Kapanlagi.com - The trend of 90s cultural revival is sweeping through Generation Z. This phenomenon is evident from the many young people who are now enjoying old music like Sheila on 7, wearing boomer jackets, and using analog cameras to capture their moments.

Social media is also filled with retro-themed content, from 90s-inspired outfit of the day (OOTD) to photo filters that resemble the results of film camera roll prints.

Not only in terms of appearance and hobbies, this trend is also influencing the lifestyle and socialization methods of Gen Z. They are starting to move away from the instant digital life by choosing more "tactile" activities, such as writing in physical journals, listening to music on cassette, or hanging out in places that offer a vintage atmosphere.

1. Nostalgia of Borrowing

As reported by The Guardian and Vox, this kind of trend is referred to as part of a global phenomenon known as âï½ï¿½borrowed nostalgiaâï½ï¿½ or borrowed nostalgia, where someone yearns for a past that they did not actually experience directly.

This borrowed nostalgia is triggered by a desire to feel the âï½ï¿½warmthâï½ï¿½ of the past, which is perceived as simpler and more soothing compared to the modern world filled with pressure and digital distractions.

According to clinical psychologist Dr. Krystine Batcho in her interview with Time Magazine (2023), this kind of nostalgia can serve as a form of emotional escape or coping mechanism. Many Gen Z individuals facing life's uncertainties, especially after the pandemic, feel drawn to the values and lifestyles of the past that seem more stable and less overwhelming.

2. Digital Escapism

In addition to being a form of escape, the resurgence of 90s trends also reflects a form of digital escapism, which is an effort to distance oneself from an overly connected world. The digital world, filled with social pressure, incessant notifications, and demands for online existence, makes some young people seek a "quiet space".

In a report published by BBC Worklife (2022), many Gen Z individuals are revisiting habits from the past in response to digital fatigue and a longing for a more authentic life.

Another factor is the need for identity and community. In this fast-paced and global era, many young people feel a loss of roots or personal uniqueness. By reviving 90s culture—whether through music, fashion, or lifestyle—they are forming a new identity that remains connected to the past, yet adapted to the context of the present time.

3. Remix Culture

Pop culture researcher from the University of Southern California, Henry Jenkins, refers to this phenomenon as remix culture, where the new generation not only imitates the past but recreates their own more personal versions.

This trend is not just a fleeting phase, but a reflection of deeper social changes. In an interview with The New York Times (2023), cultural trend analyst Amanda Mull mentioned that the interest in the 90s era may stem from dissatisfaction with the present and uncertainty about the future.

In the face of economic uncertainty, a deteriorating climate, and escalating social conflicts, Gen Z seeks comfort in familiar and nostalgic elements from the past, even if only through the lens of pop culture romanticization.

4. Development of Personal Style

FFAR Sigma Spirit. ©FFAR

In the context of the resurgence of the 90s era among Gen Z, the development of personal style is also influential. For example, the citrus-woody scent of FFAR Sigma Spirit is timeless and perfectly suits Gen Z who are into the retro vibe of Sheila On 7's music. This aroma gives a classic impression while still being relevant in today's era, as if bringing the 90s atmosphere into a more modern daily life.

Meanwhile, Gen Z, who brings the 90s era to life through fashion and beauty trends, can further feel the vibes through the fragrance variant MAJIKA Flower Power with a soft and feminine floral aroma reminiscent of the classic 90s aesthetics that are now back in vogue. On the other hand, MAJIKA Summer Paradise with its bright and energetic versatile freshness reflects the color trends and cheerful mood typical of the 90s that is currently booming among young people.

Gen Z's fondness for vintage aesthetics is also reflected in their choice of beauty items. MAJIKA Lip Tints in iconic nude and pink shades have become favorites due to their natural vibe reminiscent of 90s makeup styles. Moreover, all MAJIKA and FFAR products are long-lasting, in line with the spirit of the 90s era where everything was made classic, durable, and remains relevant to this day.

(kpl/tdr)