For those who didn't live through them, the 1990s appear today as an almost mythical era, recounted with enthusiasm by a generation that seems to have lived 'before everything changed.' They were perhaps the moment when humanity found its finest balance—an era where technology existed without yet dominating, where it facilitated connection without replacing it. This decade was by no means perfect, and the future was never guaranteed. But the prevailing mindset was different:

 

the idea of progress wasn't yet a source of anxiety. Technology fascinated us without invading us. Our phones, far from spying on us, barely allowed us to call or text a few words, and their batteries lasted a week. Without smartphones or tablets, we spent most of our time outside. Our minds worked overtime to find ways to stay busy; we invented games, hung out aimlessly, and let time stretch out. Friendships were built for the long haul, free from notifications and constant urgency. We got lost sometimes, but we always found our way back.

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Pop culture, inherited from the 80s, seemed to reach a rare equilibrium: accessible without being uniform, massive without being overwhelming. Music, cinema, and fashion reflected the experimental freedom typical of transitional periods. Everything felt sincere, spontaneous, sometimes awkward, and often bold. Trends were born without algorithms, driven by enthusiasm rather than strategy.

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Today, the 90s look like a quiet peak: the last moment when humans, technology, and time coexisted without clashing. A peak of presence, connection, and simplicity. Not an idealized golden age, but a rare moment where everything still felt like it could breathe.

If the 90s are returning to our conversations, images, and aesthetics today, it isn't just out of nostalgia. It is because they embody a form of lost simplicity, a healthier relationship with time, technology, and each other. By idealizing them, we are primarily trying to remind ourselves that another rhythm once existed, and that it could, perhaps, be reinvented.

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THE 90'S WERE NOT A GOLDEN AGE. THEY WERE A FRAGILE BALANCE AND THAT'S WHAT MAKES THEM UNFORGETTABLE.