Why Younger Generations are Falling in Love with Kitsch Again
It’s easy to assume that sleek, modern minimalism and Scandinavian-inspired spaces are the ruling trends.
However, once considered tasteless or tacky, kitsch has made a surprising comeback, particularly among younger generations.
With its playful nods to nostalgia, whimsical aesthetics, and cheerful excess, kitsch is reclaiming its place in the world of home decor, appealing to those seeking fun, individuality, and a connection to the past.
What is Kitsch?
The term “kitsch” has long carried mixed connotations, typically referring to art or objects that are mass-produced, overly sentimental, or excessively decorative. It’s often associated with loud colours, quirky trinkets, and a sense of playful irreverence. In the past, kitsch was often derided as tasteless or gaudy, embraced only ironically or as a guilty pleasure.
Yet today, this very irreverence is part of what makes kitsch appealing. It embraces a "more is more" philosophy, encouraging a sense of fun, comfort, and eccentricity. From neon signs to bold prints, kitsch rejects the austere perfection of minimalist design, instead embracing items that evoke a sense of joy and personal history.
The Role of Nostalgia
One of the key drivers behind the kitsch comeback is the power of nostalgia. Younger generations, particularly Millennials and Gen Z, are reconnecting with objects and styles that remind them of their childhood or even their grandparents' homes. Iconic pieces like lava lamps, bold floral wallpaper, retro diner furniture and even vinyl tiles in bold, geometric patterns are popping up in homes as reminders of a simpler, carefree time.
Kitsch gives these generations an opportunity to embrace the past in a way that feels personal and sentimental. Instead of treating it as a design faux pas, kitsch lets them express their connection to family memories, pop culture, and the familiar comforts of earlier decades. The resurgence of kitsch has been fuelled by a widespread yearning for a time before the pressures of technology and constant connectivity.
Whimsy in a World of Serious Design
Another aspect of kitsch that resonates with younger audiences is its sense of whimsy. In a world where so much design is sleek, serious, and perfectionist, kitsch offers an opportunity to break free and have fun. A kitsch-inspired room can be filled with playful contrasts – think Elvis figurines, flamingo-patterned wallpaper, quirky lino flooring and mid-century furniture, all mixed together in a harmonious chaos. For those weary of the polished, Instagram-ready look, kitsch provides a refreshing antidote.
It allows for experimentation, breaking design “rules,” and bringing a personal twist to any space. There’s no need for matching furniture sets or perfectly curated wall art when decorating in the kitsch style; the focus is on creating a space that feels like a reflection of one’s personality and interests.
The Influence of Pop Culture
Pop culture has also played a significant role in reintroducing kitsch to a new audience. Shows like Stranger Things and WandaVision have reignited interest in retro aesthetics, bringing back everything from 1980s-inspired living rooms to mid-century kitchens. Vintage collectibles and quirky decor items that were once relegated to thrift stores are now considered treasures, and younger generations are enthusiastically hunting them down.
Additionally, social media platforms like Instagram and TikTok have allowed people to share their eclectic design choices with the world, contributing to the spread of the kitsch trend. Hashtags like #kitschdecor, #retroaesthetic, and #vintagestyle have thousands of posts, where users show off their lava lamps, velvet couches, and retro TV sets. As these platforms continue to shape design trends, kitsch’s quirky charm spreads further, captivating more design enthusiasts.
Sustainability
Kitsch’s comeback is also aligned with the growing focus on sustainability and second-hand shopping. As younger generations become more conscious of the environmental impacts of fast fashion and fast furniture, they’re increasingly turning to vintage and thrifted items to fill their homes. The kitsch aesthetic, which embraces older, nostalgic pieces, fits perfectly within this eco-conscious mindset.
Shopping for kitsch decor often involves visiting thrift stores, flea markets, and online second-hand platforms. It’s a way to give new life to old objects, reducing waste and embracing a more sustainable approach to home decorating. Rather than buying mass-produced decor from large retailers, kitsch enthusiasts enjoy the thrill of finding unique, one-of-a-kind pieces that add character and personality to their space.
Embracing Imperfection
At its core, the kitsch resurgence is about embracing imperfection. In contrast to the often sterile and curated aesthetics seen in contemporary design, kitsch celebrates the quirky, the odd, and the imperfect.
It encourages people to find beauty in items that might not match or follow traditional design guidelines but that hold personal meaning.
