Is Newstalgia the New Nostalgia?
How looking back is pushing brands forward.
Here’s the thing: brands that win today aren’t just forward-looking—they know when to look back, too. Enter newstalgia: the trend that’s revamping yesterday’s icons to make today’s headlines. While classic nostalgia tries to recreate the past, newstalgia flips it, remixes it, and gives it edge. This is how brands stay culturally relevant, and Gen Z is here for it.
What is newstalgia, anyway? Newstalgia is nostalgia’s cooler sibling, drawing from the past but twisting it for the now. It’s all about mixing the familiar with the unexpected. Gen Z and Gen Alpha crave a taste of the analog era they missed out on, but they’re not after replicas—they’re after a remix.
Who’s Getting it Right?
e.l.f. cosmetics | Jelly Pop Collection: A nod to all things Jell-O!
e.l.f. didn’t just celebrate Jello’s nostalgia factor—they reinvented it. This collab wasn’t a trip down memory lane; it was a reimagination, blending vibrant colors and nostalgic food and ASMR all in one. Perfect newstalgia: an icon, but with a glow-up.
Samsung | Galaxy Z Flip: Not Your Millennial’s Flip Phone
The Galaxy Z Flip taps into that ‘90s flip-phone nostalgia, reimagined as sleek, futuristic tech. It’s familiar but edgy, blending retro vibes with today’s tech—making Samsung the go-to for Gen Z.
Adidas | Samba: Archive, Revamped
Adidas didn’t just bring back old kicks—they reinvented the classics with collaborations that resonate today. The Samba effect is now a blueprint for brands looking to turn archival pieces into modern icons.
Why Newstalgia Matters for Brands Today:
Newstalgia is how brands feel timeless yet fresh. It’s a cultural shortcut to connecting with young audiences craving both discovery and comfort. It’s not just a trend; it’s a way of staying in the game by merging familiarity with bold innovation.
So, here’s the takeaway: Forget about recreating the past. Remix it, reimagine it, and push it forward—because that’s where the real magic happens.
