Are them the resurrection?

Oasis are back. And the effect is that of a collective déjà vu: packed stadiums, choruses we all know by heart, merchandise flying off the shelves. It’s not a resurrection, but the return of a brand that still works, able to turn nostalgia into the present.

The pleasure of hearing them again

There’s nothing new, and yet it still works. Songs like Live Forever or Don’t Look Back in Anger need no introduction. It’s music that already made history and that today we find intact, like a shared ritual. No wonder The Guardian described it as a “magically, exhaustingly uplifting” experience—an elegant way of saying it’s not just about songs, but about a collective emotional phenomenon.

Community and belonging

In uncertain times, a tour like this becomes something more. Oasis nights have been described as moments of national cohesion, of shared lightness and optimism. A kind of gigantic karaoke that gives people back a sense of community lost elsewhere. There is no revival without the audience, and here the audience is not just watching: it is part of the ritual, a voice filling the stadium as much as Liam’s.

I’ve been listening to Oasis for as long as I can remember, and the first two albums are still the ones I’m most attached to. Maybe that’s why I would have loved to be there. I spent hours in the queue with a few close friends - almost an entire day - connected remotely from Switzerland, Italy and the UK, all with the same goal: to secure a ticket. We didn’t succeed, but that day itself became a little event of its own, full of waiting, jokes and shared anticipation. And it makes you wonder: what other band, today, is still capable of generating something like that?

Marketing as an amplifier

Around the reunion, an entire industry has moved. Adidas launched a dedicated collection: sneakers, bucket hats, special-edition jackets. Levi’s followed with parkas and trucker jackets that take us straight back to the ’90s. And Lidl, with its usual irony, turned a jacket brazenly inspired by Liam’s Berghaus parka into a limited edition complete with beer-cooling pockets and a zipper that doubles as a bottle opener, accompanied by a mural in Manchester and proceeds donated to charity. Brilliant moves that show how the Oasis brand has learned to speak the language of contemporary pop culture.

Nostalgia in the front row

There’s no new music, no unreleased album. Only the intact force of a repertoire that defined an era. It’s pure nostalgia—and that’s exactly the point: it works because people want to relive those moments, those emotions. The Oasis brand doesn’t need to invent anything new; it just needs to restage what already belongs to our collective imagination.

Oasis are not bringing back anything that wasn’t already alive in the memory of those who followed them. For the true resurrection, that had already been sung by the Stone Roses.

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Credits: - Cover and gig image: Oasis

- Third image: Adidas