If there’s one thing the last few years have proven, it’s that nostalgia is becoming an increasingly prominent part of pop culture. Movies, TV shows, songs, and even fashion trends that were popular decades ago are making a comeback, winning over those who grew up with them all over again, while also attracting a new generation of fans. And among the many trends that are resurfacing, there’s one that seems to have come straight out of the ’90s: the witch aesthetic.
The return of Practical Magic is one of the most recent examples of this movement. The 1998 film, which has become a true classic for those who grew up in the ’90s, is bringing back not only the Owens sisters but also that entire universe of old houses, candles, flowy clothes, books, and a cozy, ancient magic. More than simply revisiting a familiar story, Practical Magic 2 arrives at a time when the witchy aesthetic has once again piqued the public’s interest, reviving elements that defined a generation and introducing them to a new one.
Why is everyone obsessed with witches again?
In the ’90s, witches and magic were everywhere in pop culture and appeared in stories of all kinds. Hocus Pocus (1993) took three witches on a fun adventure full of Halloween references, while The Craft (1996) presented a much darker, teenage take on magic. On television, Sabrina, the Teenage Witch (1996) turned the life of a young witch into a comedy, and a few years later, Charmed (1998) focused on three sisters who discover their powers and begin to face various supernatural threats.
Even productions that didn’t feature witches as protagonists helped reinforce this imagery. Buffy the Vampire Slayer, for example, introduced Willow and increasingly developed the character’s relationship with magic throughout the series. Meanwhile, films like Practical Magic blended supernatural elements with romance, family drama, and a unique aesthetic. Different as they are, these stories helped shape an image of witches that remains etched in the memories of those who grew up during that era.
Decades later, this imagery remains present and has gained a new generation of fans. Interest in witches isn’t limited to productions that have returned or received sequels, but also extends to the aesthetic associated with them. Candles, crystals, books, old houses, and elements of nature have reappeared in fashion and on social media, often accompanied by a strong ’90s vibe.
That’s precisely why the return of Practical Magic comes at the right time. For those who grew up with these stories, revisiting the Owens sisters means reconnecting with an aesthetic and a world of imagination that were part of their childhood or adolescence. For younger viewers, it means discovering a universe that still sparks curiosity.
From the Movies to TikTok
While in the ’90s the “witchy” aesthetic reached the public mainly through movies and television, today social media is responsible for introducing this universe to a new generation. On TikTok and Instagram, this universe has taken on different interpretations and now appears in videos about fashion, home decor, makeup, and even content related to books and movies. Elements that were once part of the backdrop of a fantasy production now also show up in the daily lives of those who identify with this style.
And possibly what’s most interesting about this revival is the way this generation has reinterpreted what already existed. The aesthetic wasn’t limited to 1990s movies: it blended with other trends, such as dark academia, cottagecore, and gothic, building different ways to represent the same imagery. Black clothing, lace, boots, silver jewelry, velvet, candles, old books, and natural elements appear constantly in this content, creating a more modern version of that iconic witch image that has left its mark on pop culture.
At the same time, social media has also made it easier to rediscover old films. Movies like Practical Magic, The Craft, and Hocus Pocus have reappeared in videos, recommendation lists, and nostalgic content — often introduced to people who weren’t even old enough to watch them when they were released. Therefore, what began in film and television has found a new home on the internet and gained a second life among a generation that transforms references from the past into new trends.
It’s not just about witchcraft
More than just clothing and visuals, the “witchy” look seems to represent a search for a universe that is more mysterious and removed from reality. In an era when so much of our lives unfolds at a breakneck pace and is tied to screens, there’s something especially appealing about the idea of slowing down, lighting a candle, reading a book, spending time at home, and connecting with elements of nature. It’s an aesthetic that transforms everyday life into something a little more magical.
And nostalgia, as mentioned earlier, also explains part of this appeal. For those who grew up watching movies and TV shows from the ’90s, those visuals can bring back a sense of comfort and familiarity. For a younger generation, on the other hand, it serves as a way to discover references from an era they didn’t experience firsthand. It’s as if the internet has transformed pop culture memories into a kind of new trend.
This blend may be exactly what explains why witches continue to spark so much interest. They can represent mystery, independence, a connection to nature, or simply a different way of seeing the world. In the end, the “witchy” aesthetic doesn’t have to mean believing in magic, nor practicing it. For many people, it’s just a way to incorporate a little fantasy, personality, and nostalgia into everyday life.
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The article above was edited by Samantha Coutto.
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