"Welcome to the 199s".

With a chronological prologue, the "curtain" slowly opened, and a "Wind Blows" with a strong Hong Kong style sounded. In the melodious tune of "Take a glass of water in the sky and sway in the world according to the bright moon, love and hate are just a moment, swaying in the world of mortals", people from all walks of life wear retro costumes and makeup, swaying in the center of the picture, drawing the audience's eyes and thoughts back to the distant 199 s.

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

Imitation master @ Tulroy perfectly reproduces the beauty of Hong Kong style through wonderful makeup techniques, showing infinite amorous feelings in the eye-wave circulation, and gaining 191.5W； of praise;

@ 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, with a praise of 186.8W；;

Not only talented people, but also many stars have joined this retro craze of "returning to the 199s" on a whim. @ Stephy, made a stunning appearance with a short black cheongsam, holding a folding fan in his hand, revealing a sly smile, without losing the style in the quaint, attracting 318.9W；; Hong Kong Star @ Bosco Wong, a few simple retro lens splicing, easily produced a demagogic power, and raved about 216.2W

As of press time, the number of videos played under the topic of # Welcome to the 199s has reached 1.66 billion, and there are countless talents and stars involved in filming.

The retro and nostalgic 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. What is the charm of "retro style" and how many ways have evolved?

It has been a long time since the retro trend began to spread, from the old-school 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 time flavor that people wear. The popularity of "retro style" is inseparable from the love of thousands of users in Qian Qian for retro style.

what is retro? We generally believe that retro refers to those beautiful things in the past, which not only represent the things themselves, but also bear the spirit of the times, life values and cultural pursuits at that time. Beautiful elements are not inconsistent no matter which era they appear in. Rather than chasing the retro trend, we are pursuing a kind of beauty that transcends the sense of time and never goes out of date.

it's not hard to understand the prevalence of retro style in short videos.

firstly, in the complicated content ecology, users have developed a strong aesthetic fatigue for many sameness things and are eager for some unique beauty. The content with retro elements is unique in overall style and characteristics, and has natural recognition. From the aspect 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-style content can easily touch their deep memories and arouse their memories of the past. Especially in this high-tech, fast-paced and extremely rich material society, people can get a spiritual placebo when they are anxious and confused by regaining and interpreting the wonderful and beautiful things that have "disappeared".

On the whole, the beautiful things in the past have a strong imprint of history, and people have a natural curiosity and intimacy for these things. Retro, on the other hand, takes "feelings" as a link, connecting the real world with the past years, which not only broadens people's aesthetic boundaries, but also allows users to experience different fashions, trends and cultural customs, and also provides a different kind of satisfaction at the spiritual level, bringing different emotional experiences to users belonging to different age groups.

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

Retro craze has always permeated the content industry, and intermittently set off a "small climax", so most people are playing with "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's beauty cosmetics category. For those skilled "Beauty Masterpiece", such as God's help, the imitation makeup objects can include classic characters and characters in ancient and modern Chinese and foreign movies and TV dramas, among which retro imitation makeup is the most important type of imitation makeup, which is particularly eye-catching.

makeup imitator @ thunderbolt invincible ? er released a makeup tutorial combining "Hong Kong style+Michele Monique Reis" in March this year. The meticulous teaching process, combined with the last amazing makeup presentation and detailed control, instantly made people shine, and the video was praised by 48.1W after it was released.

@ yuge yulia has released a number of makeup-changing videos, which give people a strong visual impact through the huge contrast before and after. In her published works, in the video with the highest praise, she appeared in Hong Kong style makeup, which was quite amorous, with a praise of 192.2W

@bobo, with 318.7W fans, is the most exotic, with profound accomplishments in imitation makeup and a great span of imitators. Last September, a makeup imitation video of "Audrey Hepburn" was not only praised by 61.5W, but also successfully attracted a group of loyal users for her. Then, a cross-gender imitation makeup video of Lu Xun attracted the admiration of many users and was praised by 113.6W

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

For example, the account style of @ Huti, who successfully made a circle through "popcorn cross-dressing", focuses on retro Hong Kong style. In her released videos, @ Huti almost appeared in Hong Kong style, and her appearance background often complements her body style. Together with various BGM, it is full of retro feeling.

In addition to publishing various Hong Kong-style cross-dressing, @ Hutiti will also publish shop-exploring content that is 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 barbershops and tailor shops, and at the same time regaining past memories, it will integrate its own Hong Kong-style into them. For example, when exploring the old photo shop at the entrance of the vegetable market, @ Hutiti took a group of beautiful photos of Hong Kong style at the price of 3 yuan, during which her communication with her boss also showed a full sense of the times. This video was praised by 17.3W, which attracted many people's appreciation.

The two types of retro styles mentioned above are basically around the individual, creating a retro atmosphere through makeup, clothes and atmosphere. On the Tik Tok, there is another content, which is to inject retro elements into a certain category, so as to create its distinctive highlights.

For example, the cooking room has followed the style of the last century. The combination of old bicycles, old televisions, star posters of that era, classic old songs in BGM, and nostalgic filters that reveal the flavor of time exudes the flavor of the old days. In such a strong sense of retro, food seems to have more temperature. Up to now, @ Xunwei has absorbed 774.7W powder in the old days, and has also established its own unique style in the food track.

The story account @ 京京京京京京京京京京京京京京京京京京京京京京京214 It not only aroused some memories of that era, but also aroused the strong interest of a group of young users.

Another example is Xiao Junjun, a dancing account @, who also took his friends back to the 198s and danced passionately by restoring their shapes, dances and environment.

Retro can not only become a unique label of an account, but also attract more diverse user groups. The "older generation" users look for the warmth and memories of the past, while the "new generation" users experience a cultural heritage driven by freshness. So, how can the element of "retro" be used? 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 away for a long time to come. We are likely to see more innovative retro elements integrated into the content creation, which will make people shine.

Author: Kasi data, WeChat official account (ID: caasdata6)

The title map is from Unsplash, based on CC protocol.