From eclectic style to the golden age of rom-coms and teen horror, here’s why the 90s still captivate us today.
Why We’re All Missing the 90s (and Why Fashion Is Bringing It Back)
There’s been a notable wave of 90s nostalgia lately — not just in fashion, but across social media and culture more broadly. I think it’s because millennials, like myself, are reflecting on life before mobile phones, before ChatGPT, before fast-fashion giants like Shein, before clothing conglomerates ruled everything.
There was a simplicity to life before the year 2000 that feels increasingly appealing right now. The Run-Through by Vogue recently called the 90s the “golden era of fashion” — eclectic, daring, and the birthplace of what we now consider modern style. Aurora James also touched on 90s nostalgia in her Curios Substack, capturing the cultural pull of that decade.
The 90s Weren’t Always So Simple
It’s funny — I find myself missing the 90s, but at the same time, they weren’t always easy years. In Finland, the early 90s were marked by a severe financial crisis. Even as a child, under 10 years old, I remember how much people talked about it and how it shaped daily life.
The news was often heavy: HIV/AIDS was claiming lives of beloved celebrities, the Gulf War dominated headlines, famine in Africa shocked the world, and super-thin models set damaging beauty standards, fueling eating disorders in high schools.
Looking back, the 90s were a complicated mix of optimism and anxiety. Maybe nostalgia is less about the reality of the time and more about how we felt back then. Just as millennials long for the 90s, our parents in the 90s longed for the 60s. Perhaps it’s a generational phenomenon: once we reach midlife, we look back and believe things were somehow better “when we were young.”
The Golden Age of Movies
One thing I genuinely miss: 90s movies. It was the golden era of rom-coms and teen horror flicks. Lighthearted love stories with Meg Ryan, Julia Roberts, Cameron Diaz, Drew Barrymore, Jennifer Aniston, and Reese Witherspoon became generational touchstones. They were PG-rated, sweet, and full of self-discovery — a genre Hollywood seems to have abandoned in the past 15 years.
The same goes for horror. Films like Scream, I Know What You Did Last Summer, and Urban Legend had just the right balance of suspense, gore, and fun. They weren’t traumatizing, but they kept you hooked.
Recently, I’ve rewatched a lineup of these classics with my 12-year-old daughter. The fact that they’ve aged so well proves there’s something timeless about those stories. Maybe it’s time Hollywood reinvents that balance of heart and thrill.

Reliving 90s Fashion with Confidence
Of course, what excites me most is the fashion comeback. 90s style is everywhere again, and this time, I get to experience it differently. Back then, as a teenager, I carried the usual high school insecurities and lack of confidence. I had a gymnast body with no curves, no feminine shape, just muscly and skinny bony boyish look so of course the 90s clothes looked not quite as on the models 🙂 Today, at 42, I can embrace chokers, ruffle tops, and bootleg jeans with a new sense of self-confidence.
This wave of nostalgia even inspired me to recreate one of the ultimate 90s accessories: leather bead necklaces. I had completely forgotten about them until I spotted one in a movie — and immediately started making my own. I wore one today and loved how it felt: a little piece of the past, worn with present-day confidence.

What you need for this necklace: skinny leather string, beads with a relatively large holes so the leather string can get through it and then you just do knots and put the beads in the middle. The length of the necklace is your choice, if you want to have a double wrap around your neck you just use more of the leather string.
A Shared Memory
If you were a teenager in the 90s, you probably remember these things too. The fashion, the movies, the feeling that life was simpler at the time. Maybe that’s why the 90s resonate so deeply now — because it carries both the innocence of youth and the lessons we’ve carried forward.

Shopping tip:
If you’re in Australia and looking to embrace the 90s vibe, Cotton On has some fantastic ruffle tops in a range of colours. The fit is beautiful, super flattering, and they’re such an easy way to bring that nostalgic look into your wardrobe. I’m wearing one in the photos above, and I can honestly say — I love it (and I ordered this top in all 3 colours)!

Happy 90s nostalgia! Chat soon.
With Love,
Finnaussity






























