![]() With the current reboot deluge in culture, it almost doesn’t matter if the show is an objective failure or success when it dominates social media conversations. Young people, especially teen girls, have an enormous impact on pop culture, from running TikTok accounts for ’90s and 2000s shows, it’s no surprise that the industry is trying to appeal to them and boost profits. ![]() The idea of bringing back a show or movie that has a die-hard fandom is an easy win for executives there’s little risk because people will tune in, even if they choose to hate-watch. Often, these reboots follow a similar premise, but include more BIPOC and LGBTQ+ characters. In entertainment, TV and film executives constantly push reboots of original shows that are still popular and in the zeitgeist. From the resurgence of Balenciaga’s City Bag to Hulu’s scandalous Von Dutch documentary, the message is clear: 2000s nostalgia is the look du jour. Champion may have peaked in the 90s, but in 2021, its hoodies and sweatpants are once again inescapable. On the consumer front, brands such as Vetements were quick to capitalize on 2000s nostalgia at its start: In 2018, the French fashion house released a Juicy Couture collaboration, complete with rhinestone tracksuits that looked straight out of 2003. For stylists, dressing clients in beloved references yields a higher reward - media recognition, for example - for less work. While fashion is an integral part of pop culture, the regurgitation of iconic moments makes for nostalgic whiplash. “I like to pretend that it still smells like Aaliyah, and I just hope that Aaliyah is looking down at this little brown Filipino boy giving her dress justice 21 years later,” a gleeful Bretman told Variety. ![]() Social media influencer Bretman Rock turned up to the red carpet in a yellow tiger print Roberto Cavalli dress, the same dress the late R&B singer Aaliyah popularized almost two decades before. Beer looked stunning, but headlines immediately clocked the look for what it was: an homage to the same dress Beyoncé wore 18 years prior. In September, 22-year-old singer Madison Beer arrived on the VMA red carpet in a pink corseted silk and lace Dolce & Gabbana dress from the line’s Spring/Summer 2003 collection. The decade is still young, but the question remains: How will we define our own form of pop culture for the 2020s in an era of remakes, reboots, and consistent homages to our favorite celebrities? Nostalgia isn’t unique to contemporary pop culture, but so far in the 2020s, it’s in overdrive. ![]()
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