Culture
The Real Reason Gen Z Is Reclaiming The Y2K Era
We all know Y2K is in right now. It’s been in for a hot minute. We’ve reacquainted ourselves with lowrise jeans, middle parts, and the holy trinity (Paris, Nicole, and Lindsay, not the biblical one). Gilmore Girls is still on every woman’s coming-of-age curriculum.
By Jaimee Marshall5 min read
But the embrace of the early 2000s goes deeper than fashion for Zoomers on TikTok. They’re yearning for the cozy Tuscan-style homes, the fun colors, and the aesthetic maximalism that once encoded our everyday lives—in packaging, marketing, and even the interfaces we used. It’s like we woke up one day in the 2010s, and everything just looked... drab. The color drained from our world into this corporate minimalist sad beige aesthetic we haven’t been able to escape ever since.