Cultural consumption in 2025 has been imbued with the return of objects deemed “outdated”. Vintage objects have returned to the forefront, mainly driven by generations Z and Alpha, who began to adopt technologies of the past as a form of aesthetic expression, differentiation and recovery of more “analogue” experiences in a context of hyperconnectivity.
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One of the main examples of this movement is that of compact digital cameras, popular in the 2000s. Lightweight, equipped with a burst flash and low resolution by today’s standards, these models are beginning to be seen as a stylistic alternative to the hyper-processed images of smartphones. On social media, grainy photos with saturated colors and a spontaneous appearance have become a trend, associated with an idea of authenticity and emotional memory.
The consumer trend was confirmed by sales reports from sites like OLX, for example, which recorded a 563% increase in searches for digital cameras in the first two months of this year, compared to the same period last year. On Shopee, the average daily search for this camera model has increased by more than 50% since January 2024.
A survey carried out by Mission Brasil concluded that 92.3% of people see the direct influence of content published on social networks when purchasing products considered nostalgic.
Besides cameras, other vintage items have gained momentum throughout the year. Portable music players, such as iPods and MP3 players, are back in circulation, now valued for the offline, uninterrupted album listening experience. The aesthetic of wired headphones, previously considered obsolete, has also begun to be integrated as a fashion element.
Old cell phones, especially models with physical keyboards or flip designs, have re-emerged as objects of desire. There are those who use old models, without an Internet connection, to symbolize a slower pace of life and a deliberate distance from constant notifications. In most cases, retro aesthetics are combined with technology, as in the launch of the Galaxy Z Flip 7 and Galaxy Z Flip 7 FE models, from South Korean Samsung, which arrived on the market this year, following the trend of other foldable models already consolidated in the market.
The phenomenon has also affected portable video games, instant cameras, home camcorders and even classic digital watches. In common, these objects carry a recognizable aesthetic and a simpler usage proposition, which contrasts with the multifunctional logic of current devices.
Experts point out that the success of vintage items in 2025 reflects a combination of nostalgia – even among those who did not experience the golden age of these products – and a search for their own identity in an increasingly standardized digital environment. More than technology, these objects began to function as cultural symbols, connecting the past and the present in the daily lives of new generations.
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