The word ‘nostalgia’ derives from two Greek words; ‘nostos’ meaning return or homecoming, and ‘algos’ meaning ache or pain. Essentially, nostalgia comes down to a bittersweet yearn for the familiarity of the past.
A gracefully universal emotion, the tender time machine of nostalgia remains the most reliable company for those going through change. In the years since the turbulent uncertainty of the pandemic, we have seen a resurgence in traditional, or rather ‘nostalgic’ aesthetics. The climate crisis, and political polarisation contributed to a rising global uncertainty, all coinciding with the dreaded digitalisation of our planet. In turn, yearnful attitudes are making themselves known through the rejection of tech-driven, and clinical-like visuals, and instead being replaced by a desire for the authenticity of the past.
Consequently, evidence of sentimental uncertainty dominates artistic industries, nostalgia is able to manifest as a driving force in art because it’s seductive, and so easily effective. For instance, nostalgia has, and will always, thrive through interior design; as familiarity tends to be the most comforting of feelings, and after all, it’s the most integral part of the idea of a ‘home’. Clean cut, and lifeless minimalism themes are fading away (thankfully) as the rich, warm tones of the 70s, and the bold maximalism of the 80s, and 90s resurface. Vintage shopping is not only encouraging expression of individuality, but it also might be the coolest form of sustainability yet.
Similarly, brands are taking note and reviving archived logos, and packaging. Big names like Burger King and Pepsi are re-adopting their 70s style. Reintroducing the colourful, and characteristic designs foster feelings of warmth, and trust, therefore taking advantage of the joy which nostalgia can bring to us. The redesign of brands coincides with the emerging popularity of setting media in the past. Stranger Things, one of the highest earning series ever, struck a genuine longing in younger generations for decades they never lived through. Whilst this seems artificial, Stranger Things celebrated a truly more present way of living when children had nothing but their friendships, and imagination. Consequently, this series introduced, and connected many young people to culture from the past, for example Kate Bush’s belated, and deserved appreciation.
Music is regarded as nostalgia’s greatest trigger, yet increasing commercialisation is drowning out personalisation. Who would have thought, a generation born decades before the peak of vinyl records revived the dying art. From 2010 to 2024, vinyl record sales rocketed from a mere 2.8 million units to an impressive 43.6 million units in the US alone. With this generation’s increasing awareness of how impersonal an online world feels, physical, and aesthetically pleasing vinyl opens up a realm of intentional, personal, and ritualistic ways of listening to music.
Analog media, and retro trends may exist as part of a broader cultural trend, since technically this is a generation longing for times they haven’t lived through, but when it comes down to it, it’s really just a generation of youth longing for authentically meaningful experiences.
Photo by Vika Fleysher on Unsplash