A report into fashion trends, based on research from design company MOO, has revealed that sales of new products with a classic or retro look have increased by 25% over the past 12 months in Britain, sparking questions about why old is seemingly becoming the new black — and triggering this sense of ‘new-stalgia' as it is known.
According to the research, more than half of surveyed people said the allure of classic styles was the main reason why they bought ‘new-stalgic' products, while others said that a retro look helps give products more character and allows them to stand out from the crowd.
Psychologists have cited the rise in popularity of photo-sharing social media site Instagram as a prime example of ‘new-stalgia,' as it allows people to share photos on social media, but in a vintage style.
Many clothing fashions and styles of previous decades have experienced resurgence in popularity, with Nike blazer trainers and 1970s-inspired floppy hats once again featuring prominently in British high street retail stores.
Meanwhile, London has seen an explosion of second-hand clothing and vintage stores to cater for the demand in classic styles of clothing.
Consultant Psychologist Dr Glenn Wilson says Brits are increasingly embracing symbols of the past through fashion and other means, but many aren't necessarily willing to let go of modern comforts.
"In post-recession years of austerity, it's not unusual for consumers to find comfort and reassurance in things that remind them of the past, from fashion to television programmes and ironically even state-of-the-art gadgets. But at the same time people won't compromise on the everyday modern technology they've become used to — giving birth to this new trend of modern products, but with a classic look and feel", says Dr. Wilson.
"I think probably what's happening is that technology is trying to move so fast, and people want to stay with it, but they begin to get anxieties and insecurities and are looking for a bit of driftwood to cling on to. Hence, modern technology with a classic design is the perfect way of compromising."
However, it's not just new products with a classic twist that are becoming sought after, with many old or antique electronic and technological gadgets also increasing in popularity, despite in many cases being technically inferior.
Following the announcement that Apple was stopping production of the original ‘classic' Ipod, versions of the model were being sold for close to £600 — more than double their original retail price — on online sites like eBay and Amazon, amid a huge surge in demand.
This trend has also seen the resurgence of formerly popular products, like Polaroid cameras and vinyl records. Vinyl sales are at an 18-year high in the UK, with more than one million copies sold in 2014.
Dr. Wilson notes that along with ‘new-stalgia,' traditional emotions of nostalgia are also well and truly alive in the Britain, and he says that the revival of the jukebox as a party novelty is seen as a sign of people wanting to enjoy something real and tangible as we move towards an increasingly digitalised world.
"People like the flashing lights and they like music coming out of something that is somehow warm and semi-human, rather than a tiny little device that you stick in your ear," he said.
While nostalgia has always been around as an emotion, it seems that the pressures of modern society might be driving more intense feelings of longing for the past.
"I think there might be other factors that are tweaking or exaggerating it right now. Austerity could be one of them; again that often makes for insecurity. However all of the complexities in the modern world, terrorism being one, will lead people to look for familiarity and stability wherever it can be found," Dr Wilson said.
With retro clothing, Polaroid cameras and vinyl records popular once again, it seems that more and more Brits are turning to the past for comfort as we continue along in this increasingly uncertain modern world.
Although a desire for past styles appears to be a constant in society, what isn't known is just what will be the next ‘vintage' trend, and when will our current fashion and style become becoming classic once again.
