Right now, everything seems to be pointing back to the 1990s. From fashion to media to music, the decade is having a moment again. Even social media is leaning in, with viral trends like “What were you like in the ’90s?” sparking a wave of nostalgia across generations.
The late ’90s marked a defining moment not just in music, but in media, storytelling and the way audiences connected with brands and public figures. As Durée & Company was founded in 1999, the era offers more than nostalgia. It reinforces a truth that still drives public relations today: cultural awareness shapes perception.
That conversation has resurfaced in a big way with Love Story: John F. Kennedy Jr. & Carolyn Bessette, now streaming on Hulu and FX. The series follows the relationship between John F. Kennedy Jr. and Carolyn Bessette-Kennedy, using music from the 1990s to anchor emotion, storytelling and public perception.
For brands, the takeaway is immediate. Cultural relevance is not new. It has always been strategic.
The ’90s Soundtrack That Defined a Generation
The music featured throughout Love Story highlights how powerful the ’90s were in shaping mood and identity.
Songs like:
- “Kiss Me” – Sixpence None The Richer
- “Damn I Wish I Was Your Lover” – Sophie B. Hawkins
- “It Ain’t Over ’Til It’s Over” – Lenny Kravitz
- “Set Adrift on Memory Bliss” – P.M. Dawn
- “Crazy” – Seal
- “No Ordinary Love” – Sade
- “Fade Into You” – Mazzy Star
- “Linger” – The Cranberries
- “Name” – Goo Goo Dolls
- “Free Your Mind” – En Vogue
- “Come Undone” – Duran Duran
These are the songs that did not just play in the background. They defined relationships, moments and identity in real time.
In public relations terms, this is brand voice in action.
What This Means for Public Relations Today
The connection between music and emotion mirrors how brands communicate.
In the 1990s, people were not curating their lives for social media. They were living them in real time. Music became the filter, the caption and the feeling all at once.
In the same way a soundtrack shapes a scene, messaging shapes perception. When tone is aligned, audiences connect. When it is not, the message can fall flat.
The ’90s did this instinctively. Today, brands must do it intentionally. Strategic public relations ensures that messaging is not only clear, but emotionally aligned with the audience it is intended to reach.
Cultural Timing Still Drives Relevance
The renewed interest in Love Story reflects a broader trend. Nostalgia, when executed thoughtfully, becomes a powerful engagement tool.
The story of John F. Kennedy Jr. and Carolyn Bessette-Kennedy is not new. However, its reintroduction through modern platforms places it back into cultural conversation.
For brands, this reinforces an important point. Relevance is often about timing, not just content.
The ’90s Are Not Just Back. They Are Driving Culture.
The resurgence of Love Story has done more than reintroduce a relationship. It has reignited an entire era.
From fashion to media to music, the influence of John F. Kennedy Jr. and Carolyn Bessette-Kennedy is shaping current trends. Carolyn’s minimalist style has returned to the forefront of fashion trends, while interest in JFK Jr.’s magazine George has surged, transforming it into a sought-after cultural artifact.
And beyond media, the fascination with the ’90s is becoming more personal. People are revisiting who they were, how they connected and what felt authentic before everything became content.
This level of renewed demand signals something important for brands.Nostalgia is not passive. It is participatory. Audiences are not simply remembering the ’90s. They are re-engaging with it, buying into it and reshaping it for today’s landscape.
For public relations, that creates opportunity. When cultural moments resurface at scale, brands that move with intention can become part of the conversation.
Then and Now: Same Strategy, Different Platforms
While the media landscape has evolved, the fundamentals remain consistent.
In the 1990s, culture was shaped through magazines, television and music. Today, that influence spans digital platforms, streaming services and social media.
However, the core drivers remain unchanged:
- Emotional connection
- Consistent voice
- Cultural awareness
The difference is the pace at which perception is built.
The Takeaway for Brands
The resurgence of 1990s music, paired with renewed interest in John F. Kennedy Jr. and Carolyn Bessette-Kennedy, highlights a core principle. Strong brands do not simply follow trends. They understand culture and enter the conversation at the right time.
Since 1999, Durée & Company has built its approach on this exact foundation. Align messaging with the moment, maintain a clear voice and understand what resonates with an audience before it becomes obvious.
Final Thought
The most memorable songs of the ’90s were not accidental. They captured a feeling at the exact right moment. The same applies to brands.
The soundtrack may change, but the strategy does not.
Work With Durée & Company
For brands looking to align messaging with culture, timing and audience perception, Durée & Company develops strategic public relations and marketing programs designed to build visibility and long-term brand equity. And for the record, Durée & Company was already building brands in 1999, long before algorithms were part of the strategy.
To learn more or schedule a consultation, contact Durée & Company by visiting dureeandcompany.com.
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of PR Boutiques International™ (PRBI), a global network of nearly 40 independent, owner-led public relations agencies spanning five continents. In 2025, the agency was named Fort Lauderdale Magazine’s Best PR Agency for the third consecutive year, and its founder, Durée Ross, was recognized as a “Media Industry Champion” at PRNEWS’ Top Women Awards. To learn more, call 954-723-9350; go to dureeandcompany.com;cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter,YouTube and LinkedIn at @DureeCoPR.
