Retro is a term used to describe, denote or classify culturally outdated or aged trends, modes, or fashions, from the overall postmodern past, but have since that time become functionally or superficially the norm once again. The use of "retro" style iconography and imagery interjected into American postmodern art, advertising, mass media, etc. has occurred from around the time of the U.S. industrial revolution to present day.

Origin

The word "retro" derives from the Latin prefix retro, meaning "backwards" or "in past times" -- particularly as seen in the words retrograde, implying a movement toward the past instead of a progress toward the future, and retrospective, referring to a nostalgic (or critical) eye toward the past.

In the postwar period, it increased in usage with the appearance of the word retrorocket (short for "retrograde rocket", a rocket generating thrust in a direction opposite to that of a spacecraft's orbital motion) used by the American space program in the 1960s. In France, the word rétro, an abbreviation for rétrospectif gained cultural currency with reevaluations of Charles de Gaulle and France's role in World War II. The French mode rétro of the 1970s reappraised in film and novels the conduct of French civilians during the Nazi occupation. The term rétro was soon applied to nostalgic French fashions that recalled the same period.

Shortly thereafter it was introduced into English by the fashion and culture press, where it suggests a rather cynical revival of older but relatively recent fashions. (Elizabeth E. Guffey, Retro: The Culture of Revival, pp. 9-22). In Simulacra and Simulation, French theorist Jean Baudrillard describes "retro" as a demythologization of the past, distancing the present from the big ideas that drove the “modern” age (Jean Baudrillard, Simulacra and Simulation, p. 43).

Usage

“Retro” can be used to simply mean “old fashioned” or old, functioning much like “timeless” or “classic”. It has also been associated with modernism in the immediate post-war years, encompassing an aesthetic that ranges from tailfins on Cadillacs to ranch houses. Sometimes, it can also suggest an entire outlook on life, for example, social conservatism, home schooling, or the embrace of traditional gender roles. “Retro” can also be applied to forms of technological obsolescence, for example, manual typewriters, cash registers, bulky hand-held cell phones, or the resurrection of old computer games. But most commonly, “retro” is used to describe objects and attitudes from the recent past that no longer seem “modern.” It suggests a fundamental shift in the way we relate to the past. Different from more traditional forms of revivalism, “retro” suggests a half ironic, half longing consideration of the recent past. It has been called an “unsentimental nostalgia,” recalling “modern” forms that are no longer current. "Retro" sometimes also refers to the fifties era.