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

Kapanlagi.com - The trend of the 90s cultural revival is sweeping across Generation Z. This phenomenon is evident from the number of young people who are now rediscovering 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, ranging from 90s-inspired outfit of the day (OOTD) to photo filters that resemble the results of roll camera prints.

Not only in terms of appearance and hobbies, this trend is also influencing the lifestyle and socializing 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 an old-school vibe.

1. Borrowed Nostalgia

As reported by The Guardian and Vox, this kind of trend is referred to as part of a global phenomenon known as "borrowed nostalgia"—where someone longs for a past they did not actually experience directly.

This borrowed nostalgia is triggered by a desire to feel the "warmth" of a past that 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, find themselves drawn to the values and lifestyles of the past that seem more stable and less overwhelming.

2. Digital Escapism

Besides serving as a form of escapism, 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, has led some young people to seek a “quiet space”.

In a report published by BBC Worklife (2022), many Gen Z individuals are revisiting past habits as a 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 uniqueness. By reviving 90s culture—whether through music, fashion, or lifestyle—they are forming a new identity that remains connected to the past, yet is 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, worsening climate, and escalating social conflicts, Gen Z seeks comfort in familiar and "safe" things from the past—even if only through the lens of romanticizing pop culture.

(kpl/tdr)