![]() ![]() The make-up is saturated, the hairstyles explosive, the clothes colorful. "The 00's marry the extravagance of the 80's and the futuristic delirium of the new millennium. It’s a Kaybug-infused world (remember the digital bug that threatened the very existence of Y2K computer systems?), we’re just living in it. And this penchant for nostalgia has always been exploited by brands under the guise of retro-marketing.īy reappropriating Y2K sartorial, technological, and musical genres, the Nowstalgia movement boasts an infatuation with the technological and digital advancements that were in vogue at the dawn of the new millennium: flip phones, Tecktonik, " early online chat room" aesthetics, and cyber ravers make up this peculiar panoply. Between escape and contestation, idealizing the past provides the perfect negative light to shed on the present. The youth have always fostered a fascination for the past: cultivating an air of " it was better before", grieving the loss of a bygone era they never knew (and surely exactly because they did not live through it). Our strategic planning team decided to investigate… What insights are behind this resurgence of 2000s cool? And how does the new generation reinterpret these codes that they are too young to have lived firsthand? ![]() The choker, the butterfly clip, and the low-rise boot-cut jean are back, and it feels like American Idol all over again. You've heard of Nowstalgia, the creative strategy that consists of juggling modernity (now) and nostalgia, but have you heard of happystalgia? This 2000's revival has invaded digital culture and the wardrobes of Gen-Z worldwide. ![]()
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