We thought nostalgia was on its way out, but it’s ruled our summer. Nostalgia is STILL SELLING in every industry. Millennials outnumber Gen Z by about 10 million, both massive generations are monumentally influencing trends.  

2000s nostalgia is back, or should we say, nowstalgia.  

We saw a rise of Shein and fast fashion, but quickly overtaking that are the young people who are thrifting and learning to sew to alter outfits and create truly unique styles based on 2000s looks and trends.  

Every brand we know has played off nostalgia for Millennials, and the styles now- some Gen-Zers weren’t even alive for.  

Everyone was so scared during the pandemic that even in the wake of the not so impending recession people are breaking out designs that are both nostalgic and futuristic building on old wild feelings.  

This goes fromTeenage Dirtbag collections from brands like ColourPop for “grunge and emo babes” (and we’re feeling the vibes) to rebrands and promotions (Pepsi and Pizza Hut) both call back to old logos or products. The Teletubbies are on TikTok, Mattel is giving us the Barbie movie, and Silk mimicked the “Got Milk?” posters of cafeterias past. 

What a time to be alive.  

And we know we’re all looking forward to the Barbie movie. 

Mattel and Warner Brothers are doing a great job of advertising the movie for everyone. If you love, hate, had, gave, or had siblings with Barbies, you have a Barbie memory and therefore will love the humor and story of this Barbie movie.   

A lot of us at JUNK have Barbie memories and did some deep diving when the movie was announced. She has inspired us and helped us develop as kids. Barbie has had 250 careers or more, including running for president. The first astronaut Barbie was released in 1965, 18 years before the first woman made it to space. We can look back and see what was, but Barbie was always an icon of what could be in the future.  

GWI, a market research company, suggests people are looking for comfort to escape their current struggles. They also caution to be forward thinking and inclusive... hence the NOW in “nowstalgia.” All the old, but in a way it will age well. 

Nostalgia is in, and we’re living in it. Check out our Y2Trending Collection released on July 20, follow us on social, and stay tuned for more from JUNK!