Gen Z Noughties Nostalgia on TikTok

A wave of early 2000s nostalgia—dubbed Noughties Nostalgia—is currently trending on TikTok, capturing the attention of Gen Z and Millennials alike. The hashtag #noughtiesnostalgia has seen a 36% spike in engagement, as users dive into a collective digital time capsule of music, TV, fashion, and pop culture from the early 2000s. Classic shows like Sex and the City, Gossip Girl, and Skins are being rediscovered or reimagined through short-form content, often with humorous or reflective commentary. These shows represent a time before social media's dominance and are being embraced by a generation looking for authenticity, escapism, or cultural continuity.

The trend goes beyond TV and film. Fashion staples of the era—low-rise jeans, velour tracksuits, butterfly clips, and slogan tees—have made a comeback both online and in high street stores. TikTok creators are also sharing fond memories of discontinued snacks and retro mobile phones, invoking a sense of “British daily life” now labeled by many as Britcore—a niche aesthetic celebrating gritty, suburban UK realism.

This nostalgia wave plays into a broader cultural moment: in a digitally saturated and uncertain world, revisiting the Noughties offers comfort, identity exploration, and a shared sense of history. For media studies, the trend is a case study in digital memory, platform convergence, and the cyclical nature of pop culture. It also reflects how TikTok operates not just as an entertainment platform but as a cultural archive for reimagining the past through modern lenses.