Insight

The internet shaped Gen Z and Millennials, sparking cultural moments where music and fashion collided to define entire eras. From Indie Sleaze to Y2K Hip-Hop to Tumblr Girl, these weren’t just trends—they were milestones of identity and self-expression. Today, Gen Z is reimagining these past aesthetics, treating them as more than style—they’re a way to belong, relive, and reclaim the cultural moments that shaped them.

 

Idea

Depop Rewind is a digital time machine that brings forgotten internet-born subcultures back to life, turning nostalgia into a shoppable experience. In collaboration with Spotify, users connect their accounts to get matched with a music-driven era based on their listening habits. They’re served a curated playlist, fashion picks from top Depop sellers, and access to the Depop Rewind Eras Page to explore different subcultures. To complete the experience, users can join in person dance parties themed around their era—bringing the music, style, and community back together in real time.

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Lily Ruble (Art Direction/Strategy/Designer)

Maximos Lontok (Video Editing/Strategy)