1998's Practical Magic Offers a Quick Lesson in Whimsigoth Aesthetics, and I'm Jotting Down Tips.

      (Image credit: Everett Collection; art by Audrey Hedlund)

      Gen Z Says is a bimonthly column that explores the latest trends in fashion and beauty through the perspective of Who What Wear's Gen Z editors. Readers can look forward to insights on emerging tastemakers, new designers, and shopping and style selections from the trend-setting generation. Nostalgia holds a certain charm, yet the feeling of being connected to the past can sometimes be a struggle. I don't think any of us can entirely escape the influences of our past on our present and future, whether those remnants surface intentionally or unexpectedly. Nevertheless, our nostalgic inclinations shape our thoughts and actions, becoming sweet yet melancholy memories. Why not embrace this nostalgia wholeheartedly, adding a splash of whimsy to our current lives? As someone who grew up in the 2000s and is a child of the ‘90s (often referred to as an older Gen Zer), I ponder if the resurgence of aesthetic-driven style movements signifies a collective yearning to rediscover childlike wonder.

      Since we can't physically return to the excitement of watching a film for the first time as children, I find solace in cozy movies and TV shows that heavily feature late-90s aesthetics. Even though I was just a toddler during the latter part of that decade, I still yearn for familiar elements. For instance, the 1998 film Practical Magic, starring Nicole Kidman and Sandra Bullock, is undeniably one of my go-to favorites for instantly capturing the childlike marvel I wish to experience as a twenty-something. Of all the iconic beauty trends of the ‘90s I crave to have witnessed, the peak "whimsigoth" aesthetic would have profoundly influenced me. Practical Magic embodies this aesthetic perfectly.

      If you weren't around during the height of this trend when shows and films were heavily influenced by it (or if you've recently noticed a surge of TikTok videos tagged with this aesthetic), you might not realize that whimsigoth is experiencing a revival among my fellow Gen Zers. Its resurgence may be attributed to POV videos circulating on social media or the recent announcements of reboots and sequels, but whimsigoth is certainly drawing intrigue from both older and younger Gen Z users. Now, we’ll delve into the aesthetic’s relation to beauty and how the Owens Sisters from Practical Magic shape my perspective on the trend.

      Finding Comfort in the (Somewhat) Familiar

      When asked about my attraction to the film, I often veer off into multiple tangents instead of providing the straightforward answer, "Steve Knicks was involved." In essence, the film captivates me with its heavy reliance on crushed velvet in Gillian's wardrobe, not to mention it was filmed on Whidbey Island in Washington, just twenty minutes from my hometown. However, the aspect I cherish most about the film is its showcase of memorable beauty trends from a bygone era. While you may not sport the ultra-thin brows, matte lip combinations, or ultra-textured tendrils seen in it, the matte skin paired with subtle bronzer might win you over.

      Regardless of how you identify with the fictional Owens sisters (I sometimes wake up channeling Gillian and go to sleep as Sally), I can always count on the movie to inspire me to try nostalgic makeup looks. The whimsigoth beauty showcased in Practical Magic is likely more adaptable and modern than many of the other late-20th-century shows that contributed to the trend’s popularity. The film redefined our expectations of witches' looks prior to 1998, applying what I refer to as the Nancy Meyers treatment: a sunlit coastal home, an unforgettable soundtrack, charming side characters, and two protagonists whose elite styles and personalities are aspirational.

      That being said, the movie transcends typical witchy, whimsigoth conventions by encapsulating the magic, fear, and complexity of life. The two main characters, sisters who drifted apart in adulthood, reunite in a way that highlights their similarities and differences. This distinction is often illustrated through beauty. Gillian, characterized by her vibrant red hair and bold personality, embraces her sensuality differently from Sally, who opts for a more reserved approach (including concealing her magical talents). These traits manifest in everything from their preferred lipstick colors to the significant evolution of their hairstyles throughout the film’s narrative.

      The Practical Magic Effect

      As a beauty editor and film enthusiast, one of my favorite methods to analyze a character is through their personalities and storylines in conjunction with products I adore. When I envision certain characters, a specific fragrance springs to mind that I feel they would wear, or I imagine them never parting with a signature hair styling product to achieve their iconic looks. Below, I've curated a selection of products I believe the Owens sisters would endorse to help manifest their magic.

      Sally Owens (Image credit: Everett Collection; art by Audrey Hedlund)

      Diptyque

      Eau de Lierre Eau de Toilette

      Scent Type: Green