Cultural memory is getting shorter, with mass digitisation causing people to seek solace in the recent past. But it’s not solely about innocence – ‘nowstalgia’ is fuelled by a desire to reimagine and right perceived wrongs. So, how is a meme mindset impacting Gen Z’s media consumption and style?

With record-breaking losses and store closures around the world, American heritage brand Gap hasn't been doing well. But its fall 2021 campaign signals a shift in direction and hope for recovery as it targets new and younger audiences by tapping into their love of all things nostalgic.

The COVID-19 pandemic has threatened physical and mental health while fuelling economic and political instability. To escape this chaos, many people have sought comfort in nostalgic TV shows and films – but do they only want reruns? Can reboots of old favourites offer the same sense of escape?

Abercrombie & Fitch was a brand that thrived off exclusivity and teenage fantasy. It began lagging behind in the 2010s after failing to adapt to shifting consumer preferences. But, after a seismic rejuvenation, the brand is back and looking to win over the younger generations.