In a world where our screens have become our constant companions, a bold movement is emerging: unplugging is the new luxury. But here’s where it gets intriguing—it’s not just about stepping away from technology; it’s about reclaiming a sense of presence and authenticity in our lives. This shift is so powerful that it’s reshaping industries, from fashion to wellness, and it’s leaving many to wonder: Are we witnessing the dawn of an analog renaissance?
Last July, TikTok sensation Catherine Goetze, known as AskCatGPT, shared a video that captured the essence of this growing trend. She declared her commitment to reducing screen time while staying reachable for emergencies. Her solution? Retro landline telephones connected to her smartphone via Bluetooth, allowing her to answer important calls without the temptation of endless scrolling. The video went viral, amassing 5.6 million views and over 600,000 likes. ‘It was like a moth to a flame,’ Goetze reflected. ‘It was clear there was something deeper here.’
And this is the part most people miss—her follow-up videos and events, like the ‘no-phone morning’ and a no-phone party that drew 700 attendees, further solidified the movement. For Goetze, whose fame stems from explaining AI and tech culture, this reaction signals a collective turning point. ‘People are turned off by technology,’ she says. ‘They’re tired of AI, social media, and the constant pull of their phones. It’s become a moment of saying, Enough is enough.’
This sentiment has crystallized into what many are calling ‘unplugging,’ a return to analog living. The Global Wellness Summit’s 2025 trend report crowned analog wellness as the top trend, while TikTok has seen a surge in ‘analog bags’—tote bags filled with books, puzzles, and art supplies—as Gen Z seeks to escape doomscrolling. ‘It’s about stepping out of the noisy, exhausting social media landscape,’ explains Katie Baron, content director at Stylus. ‘Returning to the real world is the only antidote.’ Harris Poll data backs this up: 67% of Americans yearn for the ‘pre-plugged-in’ era, and 79% of Gen Z actively want more physical interactions.
But here’s the controversial part: Is this analog shift a fleeting trend or a lasting cultural shift? Some argue it’s merely a reaction to digital fatigue, while others believe it’s a fundamental reevaluation of how we live. Goetze leans toward the latter, calling it a ‘public health issue.’ ‘By 2027, getting off our phones might not be a trend—it’ll be a given,’ she predicts.
The fashion industry is already on board. After years of digital experimentation—NFTs, virtual fashion shows—the pendulum is swinging back to offline experiences. Zines are making a comeback, with luxury brands like Talia Byre and Chanel embracing print. Paloma Wool’s Barcelona flagship store, for instance, includes a gallery and bookstore, designed to transcend the endless scroll of social media feeds. Even nightlife is adapting: Lost, a new club, requires guests to seal their phones in secure pouches.
So, why now? Goetze points to three converging forces: the maturation of technological adoption cycles, the pandemic’s surge in screen time, and the rise of AI-generated content. ‘When deepfakes become indistinguishable from reality, people get turned off,’ she notes. This anxiety is reflected in culture, from Vine’s relaunch as DiVine (promising no AI) to the status shift of saying, ‘I’m not on social media.’
But is this shift genuine, or just another aesthetic trend? Shaun Singh, founder of Death to Stock, warns, ‘The danger lies in treating analog as an aesthetic instead of a stance.’ Brands must embrace analog with sincerity, prioritizing presence over performance. Gentle Monster’s retail spaces, for example, are designed to suspend time, not just mimic analog. Hannah da Silva of GorpGirls emphasizes the power of nature-led experiences, like her partnership with Burberry on city walks. ‘There’s a big difference in energy when you’re outside,’ she says.
For brands, the key is to create spaces so magnetic that using a phone feels out of place. Tactile elements, immersive atmospheres, and even professional documentation can help. As Goetze puts it, ‘Offline is the new luxury.’
But here’s the question for you: Is unplugging a temporary escape, or the beginning of a deeper cultural shift? Will brands truly embrace analog sincerity, or will it become just another marketing gimmick? Let us know your thoughts in the comments—this conversation is far from over.
