The return of 90s culture echoes a backlash to feminism that we’ve seen throughout history
Julie Whiteman -Julie Whiteman, Lecturer in Marketing, University of Birmingham I came of age in the 1990s and lived through the heavily gendered pop culture of Spice Girls and All Saints, Oasis and Blur, of lads and ladettes outdoing each other in heavy drinking and sexual exploits. Now in my 40s, I thought this brash and overtly sexist culture had faded out. It appeared to have been replaced by a socially progressive and inclusive generation focused on body and sex positivity, gender and sexual fluidity. And so I was surprised to see my generation Z research participants romanticise the 1990s as a belle epoque. First it was Sex and the City, then lad’s mag Loaded and now Oasis. Popular culture from the 1990s is having a moment in the mid-2020s. The 90s have been a stylistic and cultural influence on youth culture for the best part of a decade, with large amounts of money invested in big-name reboots and reunions. I began researching young adults’ sexual politics and their relationship to popular culture back in 2016. It was clear from my observations of the clothing, social media and references back then that the 90s were a major cultural influence. I remember being surprised by the popularity of the TV shows like Friends and musicians including Shaggy, Oasis and Suede from my own youth. Every generation has a romanticised nostalgia for the fashion, music and attitudes of the previous. When I was a teenager, my friends and I held a romanticised nostalgia for the music, fashion and sense of freedom we believed characterised the 60s and 70s. This view, however, did not align with my parents’ and their peers’ recollections of that time. What is most interesting here is the apparent contradiction in values. The objectification of women at the heart of 90s pop culture does not gel […]