Accompanied by a chronological prologue, the "curtain" slowly opened, and a song with a strong Hong Kong style "The Wind Blows" sounded. In the melodious tune of "A glass of water is received in the sky, the world shakes according to the bright moon, and love and hate are only a moment, shaking in the world of mortals", people from all walks of life are dressed in retro costumes and swaying in the center of the picture, pulling the audience's eyes and thoughts back to the distant 1990s.

In these retro videos, works that have won millions of praises in just a few seconds are endless, and the emerging gameplay is also colorful:

Taskmaster @ Turoy perfectly reproduces the beauty of Hong Kong style through wonderful makeup techniques, showing infinite amorous feelings in the circulation of eyes, and gaining favorable comments191.5w;

@ mesnier, who took the "suspense" route, put on a flowered shirt and wide jeans and danced passionately in the old ballroom, bringing a different kind of handsomeness, like186.8w; ;

Not only talented people, but also many stars are involved in this retro craze of "returning to the 1990s" on a whim. @ Stephy made a stunning appearance in a short black cheongsam, holding a folding fan in his hand, showing a sly smile without losing his grace, which attracted praise from 3 18.9W; ; Hong Kong Star @ Bosco Wong, a few simple retro shots spliced together, easily generating the power of demagoguery, raved 216.2w.

As of press time, the number of videos with the topic # Welcome to the post-90s has reached 654.38+66 billion, and countless talents and stars participated in the filming.

The retro nostalgia craze in short videos is not just emerging. In fact, retro style haunts the whole content creation ecology almost all the time, and from time to time, it sets off a frenzy, and one explosion video after another emerges. "Retro" seems to be an enduring topic and element, which can not only lead the content storm, but also bring more opportunities for many talents. Where is the charm of "retro style" and how many ways have it evolved?

The retro trend has been spreading for a long time, from the old jazz coming from the coffee shop on the corner to the nostalgic theme in the film and television drama, and then to one or two items full of the flavor of the times that people wear. The popularity of "retro style" is inseparable from the love of thousands of users in Qian Qian.

What is retro? We generally think that retro refers to the beautiful things in the past, which not only represents the things themselves, but also carries the spirit of the times, life values and cultural pursuits at that time. The elements of beauty are not contradictory no matter which era they appear in. Instead of chasing the retro trend, we are pursuing a kind of beauty that transcends the sense of time and never goes out of date.

Looking at the short video, it is not difficult to understand the prevalence of retro style.

First, in the complicated content ecology, users have had a strong aesthetic fatigue for many monotonous things and are eager for some unique beauty. The content with retro elements has unique overall style and characteristics, and has natural recognition. In terms of content characteristics, the style is retro, but the look and feel is fresh, so it is easy to attract users' attention at first sight and then leave an impression in their minds.

Secondly, for many short video users, retro content can easily touch their deep memories and arouse their memories and nostalgia for the past. Especially in this high-tech, fast-paced and extremely rich society, when people are anxious and confused, they can get a spiritual placebo by rediscovering and interpreting the wonderful and beautiful things that have disappeared.

Generally speaking, all the beautiful things in the past have a strong mark of historical precipitation, and people have a natural curiosity and affinity for these things. Retro, on the other hand, takes "feelings" as a link to connect the real world with the past years, which not only broadens people's aesthetic boundaries and allows users to experience different fashions, trends and cultural customs, but also provides a different kind of satisfaction at the spiritual level, bringing different emotional experiences to users of different ages.

The rise of retro style has a long history, and it permeates many industries. As far as the short video field is concerned, the occasional retro craze also shows the inexhaustible vitality of this kind of content.

Retro craze has been pervasive in the content industry, with intermittent "small climax", so most people are playing "retro style"? Taking Tik Tok platform as an example, Kas observed several popular content patterns.

Imitation makeup is an important content form in Tik Tok beauty cosmetics category. For skilled people, such as the God-assisted Beauty Masterpiece, the objects of imitation makeup can include classic characters and characters in movies and TV dramas at home and abroad, and retro imitation makeup is the most important type of imitation makeup, which is particularly eye-catching.

In March of this year, makeup imitator er released a makeup tutorial combining "Hong Kong style +Michele Monique Reis". The meticulous teaching process, coupled with the final stunning makeup presentation and meticulous control, instantly makes people shine. After the video was released, it was praised by 48.1w.

@ jingjingjingjing You Liya released a number of makeup changing videos, which gave people a strong visual impact through the huge contrast before and after. Among her published works, in the video with the highest praise, she appeared in Hong Kong-style makeup, which was quite amorous, and the praise was as high as192.2w.

@bobo, the number of fans is 3 18.7W, which is the strangest. He has a deep understanding of imitation makeup and a large span of imitation objects. Last September, a makeup imitation video of "Audrey Hepburn" not only won the praise of 6 1.5W, but also attracted a group of loyal users because of her success. Then, a transgender imitation makeup video of Lu Xun attracted the admiration of many users and was praised as113.6w.

Retro imitation makeup focuses on highlighting facial makeup, and is more inclined to show retro style through exquisite makeup techniques. There is also a content that combines elements such as makeup, dress and environment to convey a sense of retro from the overall atmosphere.

For example, the account style of @ Huti, which successfully circled the powder through "popcorn cross-string", focuses on retro Hong Kong style. In the video released by her, @ Huti is almost a Hong Kong-style appearance, and the background of her appearance often complements her body style. Coupled with various BGM, it is full of retro feeling.

In addition to publishing various Hong Kong-style cross-dressing contents, @ hutiti will also publish shop-exploring contents consistent with the retro theme: exploring old shops in the city, such as traditional popcorn shops, photo studios that have been open for decades, or barber shops and tailor shops. While regaining past memories, I will also integrate my Hong Kong style into it. For example, when exploring the old photo shop in front of the vegetable market, @ Hutiti took a group of beautiful Hong Kong-style photos at the price of 30 yuan, during which her communication with her boss also showed a full sense of the times. This video was praised by 107.3W and attracted many people's appreciation.

The two retro styles mentioned above are basically around individuals, creating a retro atmosphere through makeup, clothing and atmosphere. On Tik Tok, there is another content, which is to inject retro elements into a certain category to create its distinctive highlights.

For example, the food account @ 両両両両両両両両両両両両両両両両両両両両両両𰵁2000 In such a strong sense of retro, food seems to have more temperature. Up to now, @ Xunwei has absorbed 774.7W powder from the old days and established its own unique style in the food track.

Story Narration @ Jingjing Jingjing "Nostalgia Time" puts the story background in the 1980s and deeply restores it on the road of service. By vividly deducing the details of life in various situations and the brevity of parents, it presents a picture of rural life in Northeast China in the 1980s. It not only evoked some memories of that era, but also aroused the strong interest of a group of young users.

Another example is the dance account @ Xiaojun Jun, who can dance. It is also through the restoration of modeling, dancing and environment. Travel back to the 1980 s with friends and dance passionately.

Retro can not only become a unique label of an account, but also attract more diverse user groups. The "old generation" users look for the warmth and memory of the past, while the "new generation" users experience the cultural heritage driven by freshness. So, how to use the element of "retro"? How can creators use the opportunity to restore the ancient style and gain stronger vitality?

We have reason to believe that the retro wave will be difficult to fade for a long time to come, and the follow-up will be difficult. We are likely to see more innovative retro elements integrated into content creation, which makes people shine.

Author: Kasdata, official account of WeChat (ID: caasdata6)

The title map comes from Unsplash and is based on CC0 protocol.