Trend: 90s Nostalgia of the Millennial Generation

The millennial generation consists of people born between the 1980’s and 2000’s. While some millennials experienced life in the 1980s and 1990s, many were too young to remember this time of their lives. However, these decades hold great importance for this generation as they continue to be influenced by them, specifically when it comes to fashion and pop culture (Gillboy, 2015).

With the return of the 90s style, it is clear that this is a part of history that the millennials want to rediscover and experience for themselves, as they were either born during that time and feel a link to it, or because they like the ideals and aesthetic of that time.

The 1990’s were about conservation, where value was being questioned and art was “in economic terms but also in aesthetic ones.” It was the start of globalisation, where race, sexuality and multiculturalism typified the decade, “from Johannesburg to Montreal to the South Korean city of Gawngju” (Farago, 2015). “It’s not just the themes of the 90’s, from the meaning of identity to the impact of economic transformations … it’s also the style and the feel of the 90’s that endures, so much so that … [it feels] fresh” (Farago, 2015).

It is a rediscovering of this fashion and lifestyle which is a rebellion against conventional fashion and modern day life. The millennial’s are rejecting being dictated to by the media regarding fast moving trends and are instead seeking to redefine their style in an authentic, nostalgic sense. This nostalgia stems from anxiety, boredom and loneliness that are factors in society, which can be attributed to the negative impact of digital life (Gillboy, 2015).

The millennial generation thrive on individuality. This has impacted their fashion sense as they continue to dismiss the frivolous nature of trends. The online era has made what is mainstream irrelevant; “Social media has made individuality central to most fashionistas’ self-presentation” (Philip Mak, 2015). This has also given rise to fashion bloggers with a unique style and voice, as opposed to those who only wear labels and are referred to as being ‘basic’ as a result. Culture has taken precedence over trends as it is less superficial. This is beginning to change the impact of trends and the fashion industry as a whole.

Millennial fashion in 2018 will continue to be influenced by the 1990s. This is due to a sense of nostalgia and parallels between the ideals and lifestyle that are used to combat the prevailing issues faced by this generation.

Sources:
Philip Mak (2015) Did Millennials Kill Fashion? [Online] Available at: http://viewthevibe.com/millennials-fashion/ [Accessed 20 September 2015]
Farago (2015) The ’90s: The decade that never ended [Online] Available at: http://www.bbc.com/culture/story/20150205-the-1990s-never-ended [Accessed 24 September 2015]
Gillboy, J. (2015) 1990’s Nostalgia Rising: The Millenial Connection, Mitchel Communications Group. [Blog] 29 January 2015. Available at: http://Http://blog.mitchcommgroup.com/johngilboy/1990s-nostalgia-rising [Accessed 21 September 2015].

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