ALL EYES ON, NOSTALGIA TREND

The festival is no longer just about music.

It’s a global media platform where everything is designed to be shared, replayed… and felt.

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The best example? Justin Bieber.

On stage, he’s not just selling music:

- he performs “Baby” again

- he revisits his early days

- he activates collective memory

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Result: instant emotion + massive engagement + 5M in merchandising.

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Luxury brands are doing the exact same thing:

- Chanel brings back iconic musical references (The Cure, Joan Baez)

- Chloe Sévigny is back on Miu Miu runway

- Miu Miu revives Y2K aesthetics

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They’re not selling the past. They’re selling an idealized version of it.

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Why does it work?

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Because nostalgia is:

- reassuring in an unstable world

- highly effective with algorithms

- generational (even Gen Z feels nostalgic for eras they never lived through)

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The real insight: The future of marketing is no longer just about being new.

It’s about being familiar… with a new perspective: newstalgia.