Gen Z's 2010’s Unveiled:The Impact of the Continuous Revival of Nostalgia on Social Media and Its Effects on Youth Culture

In the ever-evolving landscape of youth culture, where art, music, and fashion intersect, there's a fascinating renaissance underway – the continuous rekindling of the connection between nostalgia and the Gen Z space. Finding themselves in a unique position, Gen Z are the current torchbearers of a generation of new adults, actively partaking in an era they once merely existed in, now old enough to fully embrace.

We’ve seen this remain particularly evident in the resurgence of the Y2K fashion era, of which suggestively may be coming to an end. This resurgence has endured longer than anyone could have predicted. Originating as a nostalgic tribute to the turn of the millennium, this trend seamlessly infiltrated both the realms of music and fashion.

Instances of this phenomenon are apparent in both the music productions of artist Pinkpantheress and the fashion collaboration of Heaven by Marc Jacobs and Blumarine’s Summer ‘23 capsule. Each has played a pivotal role in breathing new life into the sounds and styles reminiscent of the early 2000s.

Photo Credits: Pinkpantheress Boiler room on YouTube

However, as we dissect the layers of this cultural resurgence, the lens through which we view it has arguably been altered by the transformative year 2020. In the midst of a global pandemic, with a surge in new hobbies, and a reevaluation of priorities, our lives on the internet changed forever. The upswing in TikTok's popularity significantly influenced individuals' preferences in fashion and music, highlighting the app's substantial impact on cultural tastes.

In the midst of this cultural evolution, particularly the Y2K trend, the surge in interest in thrifting and sourcing second-hand garments gained widespread popularity, with consumers seeking to shop on Depop and eBay .

These sites sought to capture the genuine essence of the early 2000s by acquiring items that were actually made during that era. However, due to COVID restrictions, physically searching for these specific items became more challenging. Consequently, fast fashion retailers like Shein witnessed a surge in popularity as they offered recreated versions of these styled clothing at more affordable prices. Thus for many, online shopping for Y2K items became a more convenient option, opting for fast fashion's accessibility.

The capsule collection created by Heaven by Marc Jacobs and Blumarine COURTESY IMAGE

Picture Credits: Why are massive Shien hauls so popular on TikTok?- Green is the New Black

Inevitably, we witnessed a substantial decline in the purchase of these same items as individuals admitted that their initial interest in such garments was merely nothing but a phase. Many, but not all, regretted their choice of outfits and acknowledged that their fashion sense during 2020 did not authentically represent their individual style.

Two years into COVID, the revival of the 2000s in music reached new heights with the release of the viral hit 'CARDBOARD BOX' by British girl group Flo. Formed in 2019, Flo resurrected the sounds of 90s and early 2000s girl groups, from their production to coordinating outfits. Drawing comparisons to legends like TLC, Destiny's Child, and 3LW, Flo remained unphased , as their intentional inspiration these eras were proven advantageous, earning them the spot of being the first successful UK girl group to bring back this sound.

In 2023, the Nigerian-Canadian artist Essosa ignited a viral storm on TikTok with her track 'WASTE MY TIME.' The R&B artist, active in the music scene since 2018, had been compared to the likes of Flo as her melodies resonated with the nostalgia of R&B's iconic female pioneers like Brandy and Mariah Carey. Described by her producer Sunsetdvr as 'what happens when two people who both love MJ, Janet Jackson, and Neptunes come together,' 'Waste My Time' became a nostalgic explosion. The music video, drawing inspiration from Darkchild’s productions with its use of blue-tinted colour grading, further enhanced the trip down memory lane. As Gen Z's fascination with all things 2000s continued, Essosa's nostalgic anthem was destined for glory.

Fast forward to a post-COVID world, particularly towards the end of 2023, we now find ourselves standing on the precipice of what is perceived as a return to 'normality.' After experiencing a year of several different world affairs, we finally had a year where our sole focus wasn't on social distancing and wearing masks. And thus, after entering the new year, many sensed a wave of optimism sweeping in, reminiscent of the pre-COVID times.

This surge of optimism has manifested itself in various ways, especially within the creative realms of fashion and music. Predictions commenced, forecasting a possible resurgence of the Tumblr aesthetic, from our fashion, to even how we take our pictures.

Simultaneously,we’ve also heard predictions of the revitalisation of 2014 influenced indie and trap music from both popular and emerging artists. All these cultural echoes reflect a collective yearning to revisit the spirit of a bygone era.

Picture taken from music producer and DJ @octaneispetrol on Twitter

Though, as the youth begins to embrace this new cultural resurgence, only one question comes to mind: How will this era be depicted in the age of social media dominance? The same platforms that enable us to express our opinions and contribute to our ever-evolving identities will inevitably influence the impact of this cultural revival. Will the genuine essence of the 2014 revival lose its distinctiveness amid the ongoing discourse on our supposed ‘lack’ of self-identity, fueled by the influx of nostalgia based content on social media,mirroring the trajectory of the Y2K era?

Gen Z has often faced criticism from both their peers and other generations, being accused of lacking originality.The debate over whether to leave the past behind or continue revisiting it now remains a point of contention.

Nevertheless, it's safe to say that nostalgia serves as a unique avenue for comprehending the past, bringing about a renewed and conscious recognition that we may have not been able to appreciate fully during the time, quite simply due to age.Take for example, the current revival of the soundtracks of old console games from upcoming producers like AshZone—a core memory, reminiscent of the joyful days of childhood, now being transformed into a popular 'genre' embraced by jungle and drum and bass enthusiasts.

And so, in paying homage to the 2010s, we might find that Gen Z may successfully navigate a balance between honouring the past whilst forging ahead into uncharted territories. Social media influencer Addison Rae has already taken the lead in this endeavour on Instagram with her most recent posts mirroring the 2014 aesthetics.

Perhaps this time, fewer individuals will later regret their fashion choices, having learned from the consequences of the fashion trends influenced by the events of 2020.Either way, as we watch this revival unravel , one can only remain excited yet curious, as we begin to witness the different ways in which Gen Z will depict and redefine the essence of the 2010s in their own way.

Only time will tell if this revival becomes a mere echo or an evolution to be added to the script of youth culture.