So the fevered search for the next ever-more-niche revival could be seen as a way for Gen Z to carve out a IYKYK (“if you know, you know”) point of difference and ring-fence a specific look, community or interest. For a limited time, anyway.

“Instead there is a constant attempt to recreate atmosphere. In the fantasy culture of the 1980s there is no real history, no real past; it is replaced by an instant, magical nostalgia, a strangely unmotivated appropriation of the past.” Put simply, it’s that hit of nostalgia, and the discovery of a new niche, that we’re after.

It used to be that time and distance were allowed before present culture plundered, to use Savage’s term, a past decade for style inspiration. Received wisdom put it at around 30 years, enough time for a new generation, and fresh eyes, to reassess.

While some of the current retro culture is anemoia – nostalgia for an era you didn’t live through, ie Hailey Bieber obsessing over the ’90s when her birth certificate reads 1996 – The Revival Spiral sees us leaning into a seemingly ever-hastening longing for the recent past.

“For me, revival culture is gaining a sense of control over an ever-shifting cultural landscape and relocating oneself in the recent past in order to fully process the present. [It’s] a way of temporarily stopping time.”

“I find it positive that the references are getting more obscure, but also quite eerie,” she says. Say hello, then, to archaeological-core – although, as the revivals continue to spiral, even that might be over by the time you read this.

The dictionary definition of nostalgia is a “pleasure and sadness that is caused by remembering something from the past and wishing that you could experience it again”.

the acceleration of nostalgia. We’re trapped in what might be called a Revival Spiral.

“There’s so much interest in content that categorises and explains trends. It helps make sense of the discourse online and distinguish trends from fads.”