22/01/2026
When we reminisce about 2016, memories are often washed in a warm sepia tone, creating a collective narrative in my head, and many others, that the year was all summer and fun.
I am glad to see the year being recognised as a trend, largely because it has been crowned The Last Good Year™️. But what actually turns a year into a trend a decade later? Is it the personification of a planet’s 366-day journey around the sun? Is it the nostalgia sparked by Kylie Jenner releasing Fourth Strike?
There is a clear cultural shift towards analogue living and a collective longing for a simpler, more authentic time. That is not to say iPhones did not exist in 2016, but there was far less curation, less polish, and far less performance.
So how are brands embracing the 2016 trend in 2026?
• Reactively engaging with cultural references rather than overproducing them
• Using classic Instagram filters on content, think Nashville
• Revisiting defining 2016 aesthetics such as chokers, skinny jeans and carved eyebrows
• Returning to 2016-style influencer partnerships, including 30-minute GRWMs, tutorials and YouTube hauls
• Anchoring digital content in unmistakably 2016 soundtracks, from Zayn to The Chainsmokers to Rihanna
How do you feel about the 2016 trend?
