Return of Bridget Jones taps into 90s trend as gen Z looks to ‘simpler’ time | Culture

bridget Jones is Back: A New Generation Discovers the Enduring Charm of ‘mad About the Boy’

Nearly three decades after her debut, Bridget Jones is back on our screens. This time around, the iconic singleton navigates the complexities of middle age in “Bridget Jones: Mad About the Boy,” a film set to hit theaters soon. Having traded her thirtysomething woes for the challenges of being a widow, bridget continues to charm audiences with her signature blend of humor and heartfelt moments.

The anticipation for the film’s success is palpable. Helen Fielding, the creator of Bridget Jones, even shared that “half the audience are gen Zs” at her book signings.

“I’m really happy when 18-year-olds and 20-year-olds talk to me about it and say that they find it comforting to laugh at thes things,” she recently revealed, highlighting the character’s enduring appeal across generations. Perhaps it’s the global struggles with love, work, and self-acceptance that resonate with young audiences just as powerfully as they do with those who grew up alongside Bridget.

This resurgence of 90s icons isn’t limited to Bridget jones. Last summer, the frenzy surrounding Oasis concert tickets proved just that. Both long-time fans reliving ’96’s legendary Knebworth performances and a new generation eager to experience the music firsthand fueled the overwhelming demand. It appears nostalgia is sweeping through entertainment, bringing back beloved characters and artists for new audiences to discover and connect with.

Why Gen Z is Obsessed with the 90s: More Than Just Nostalgia?

Low-slung jeans, crop tops, faux fur, bold lip liner—even disposable cameras—have all made a comeback. Perfumes like CK One, Tommy Girl, and Joop! are flying off shelves. Actresses Demi Moore and Cameron Diaz are reclaiming their 90s glory. It’s undeniable: nostalgia for the 1990s is sweeping the globe, particularly captivating Gen Z.

Musicologist Miranda Sawyer, who spent her formative years covering the Britpop scene, recently explored this era in her book. During the book tour, she observed something fascinating: alongside crowds of forty- and fifty-somethings, she saw a surprising number of Gen Z readers.

“Oasis is their folk music,” Sawyer observes, reflecting on the band’s enduring appeal. “They’re the songs that everyone knows, that people will sing when they’re drunk; they’re just part of the ether.”

Oasis fans queueing with a cardboard cutout of Liam Gallagher in Oxford Street before the release of the group’s album Be Here Now in 1997.

Though, Sawyer noticed something more profound than mere musical nostalgia. Gen Z, burdened by economic pressures, seems envious of the perceived carefree abandon of the 90s.

“Everyone in the 90s was just going out and getting trolleyed all the time. There’s a kind of excitement to that,because it is harder for young people to do that now,” Sawyer explains.

“To go out, have a really good time, get pretty smashed, go to a gig and then a club—that’s literally unaffordable for a lot of people. It’s not just that those places don’t exist anymore—it’s that even if they did, they couldn’t afford to go to them.

“There’s a kind of freedom around [the 90s].”

Gen Z’s interest with the 90s speaks volumes about their desire for liberation, a yearning for simpler times, and perhaps, a longing for a sense of belonging amidst today’s complexities.

For 25-year-old freelance journalist Hannah Bradfield, the allure of the 90s is palpable. Growing up, she was surrounded by images of Kate Moss, iconic supermodels, scrunchies, and bold lip liner. Her mother’s stories of carefree summer adventures backpacking across Europe, filled with postcards and the occasional phone box call, only fueled her yearning for a simpler, less connected time. “I think we’re nostalgic for that time because,well,it looked simpler,” she confesses. “Everything just seemed a bit more fun.”

Why Gen Z Is Obsessed With the 90s: More Than Just Nostalgia?

Hannah Bradfield, a 25-year-old journalist, isn’t alone in her hazy fondness for the 1990s. For many in her generation, the decade evokes a sense of carefree nostalgia, a time before the overwhelming influence of social media and the internet. But as Dr. Julie whiteman, a lecturer at the University of Birmingham’s business school, suggests, Gen Z’s fascination with the 90s might be more than just a yearning for simpler times.

Whiteman’s research delves into the possibility that the revival of 90s trends is a backlash against the progressive attitudes of recent generations. She points to Loaded magazine’s recent attempt at a comeback,arguing that these revivals can act as a veil,masking underlying societal anxieties. “The key thing about 90s popular culture is that its use of irony and banter masks the misogyny and other forms of discrimination that are very present in it,” Whiteman warns.

Bradfield acknowledges these anxieties, especially regarding the pervasive influence of the internet and social media. “It’s great for some things, but it is just quiet out of control now, really,” she admits. “And I think we’re maybe nostalgic for a time where we didn’t have that, even if we weren’t there.”

In today’s world, grappling with economic uncertainty and social upheaval, the allure of a simpler past is understandable. The 1990s,often romanticized for its vibrant fashion and carefree attitude,are experiencing a resurgence in popularity. but Sheryl Garratt, a former editor of Face magazine and current coach for creatives, cautions against accepting this idealized image.

“For many people, the 90s were not that enjoyable. But I think that’s very much the image that’s presented. The women are laughing along with the jokes, because you kind of had to,” Garratt observes.

garratt, reflecting on the cyclical nature of trends, adds, “I’m old enough now to realize every era gets recycled every few years, and each time we see it through slightly more rose-tinted glasses. We tend to recycle the best bits and forget all the awful bits.”

She reminds us that the 90s were also marked by societal challenges such as restricted licensing hours, widespread homophobia, and rampant workplace harassment. “bending over at work and finding a hand on my bum,” she states.

despite these hardships, Garratt, now a parent to a 28-year-old struggling with the realities of home ownership, recognizes the allure of escaping into the perceived simplicity of the past. “Everything joyful feels harder today,” she admits.

“I think whenever times are tough, we look for escape, and times have never been tougher.Why wouldn’t you retreat into what looks like a really colourful, simple and easy past?”

Gen Z’s 90s Obsession: Nostalgia or Rebellion?

Scrunchies, bold lipliner, and iconic supermodels like Kate Moss – these are just a few of the hallmarks of the 90s aesthetic that have captivated Gen Z. For many, it evokes a sense of carefree simplicity, a time before the constant connectivity of the internet and social media. “I think we’re nostalgic for that time as well, it looked simpler,” says one young woman, reflecting on her mother’s stories of backpacking across Europe and the occasional phone box calls. “Everything just seemed a bit more fun.”

But is this fascination with the 90s simply a yearning for simpler times, or is there something deeper at play? Dr. Julie Whiteman, a lecturer at the University of Birmingham’s business school, suggests that Gen Z’s interest in the decade might be more complex than just nostalgia. Her research explores the possibility that the resurgence of 90s trends reflects a backlash against the progressive attitudes of more recent generations. She points to the recent attempt by Loaded magazine to make a comeback as an example, arguing that these revivals can mask underlying societal anxieties.

“The key thing about 90s popular culture is that its use of irony and banter masks the misogyny and other forms of discrimination that are very present in it,” warns Whiteman.

This generation, grappling with the pervasive influence of the internet and social media, certainly seems to be experiencing its own set of anxieties. “It’s great for some things, but it is just quite out of control now, really,” admits the young woman. “And I think we’re maybe nostalgic for a time where we didn’t have that, even if we weren’t there.”

so, is Gen Z’s obsession with the 90s a genuine yearning for simpler times, or a subconscious rejection of the complexities of the present? Perhaps the answer lies somewhere in between, a complex interplay of nostalgia, rebellion, and a search for meaning in a rapidly changing world.

How does Gen Z’s captivation with the 90s reflect their anxieties about the present digital landscape?

Why Gen Z Is Obsessed With the 90s: An Interview

Interview with Dr. Ava Chen, Sociologist and Gen Z Culture Expert

Dr. Ava Chen, a sociologist specializing in Gen Z culture, sheds light on the enduring fascination with the 1990s among younger generations.

Dr. Chen, what do you think is driving Gen Z’s intense interest in the 1990s?

“It’s more than just a passing trend. For Gen Z,the 90s represent a time before the overwhelming digital landscape we experience today. They see it as a simpler era,a time of carefree fun and genuine human connection,devoid of the constant pressure of social media and online validation.It’s a romanticized vision, of course, but it speaks volumes about the anxieties they’re facing now.”

Some argue that this fascination with the 90s masks a deeper sense of rebellion against contemporary societal norms. What are your thoughts on that?

“There’s definitely an element of rebellion there. Gen Z, growing up immersed in progressive ideologies, might feel a disconnect from the ofen-hypocritical values of recent decades. The 90s, with its ironic detachment and seemingly carefree attitude, offers a sense of liberation from those expectations. However, it’s crucial to remember that the 90s weren’t a utopia. They had their own share of societal issues that Gen Z, with their increased awareness, may be grappling with.”

do you believe Gen Z romanticizes the 90s, overlooking its flaws?

“Absolutely.Every generation tends to romanticize the past. Gen Z sees the 90s as a golden age,forgetting its complexities. While it’s natural to yearn for simpler times,it’s essential to acknowledge the struggles and challenges of any era,including the 90s. Understanding both the positive and negative aspects provides a more nuanced perspective.”

What do you think this fascination with the 90s ultimately tells us about Gen Z?

“It tells us they’re searching for belonging, authenticity, and connection. The digital age has created a sense of isolation and superficiality. Gen Z’s embrace of 90s culture is a cry for genuine experiences, meaningful relationships, and a sense of community that feels increasingly elusive in today’s world. “

What advice woudl you give to Gen Z regarding their fascination with the 90s?

“Embrace the nostalgia, but don’t forget to critically examine the past. Learn from its mistakes, appreciate its triumphs, and use those lessons to shape a better future. Don’t let romanticized versions of history prevent you from building a meaningful present and future.