How brands are embracing the 2000s revival


Nostalgia marketing returns once again with a series of brand returns and collaborations that channel the Y2K aesthetic. But what role should brands play in the trend, if any?

The return of low-rise jeans, frosted eyeshadow and Sugababes can only mean one thing: the 2000s are well and truly back. While the laws of nostalgia suggest that the Y2K revival was intended to follow on from the 90s sportswear boom seen in recent years, the trend began to manifest itself in a big way at the start of the pandemic. , as the OTT adapts and trashy reality TV has become the form of escapism we all needed.

Like any good viral trend, it didn’t take long for #y2k to take over our social feeds. Suddenly, archive Instagram accounts with butterfly hair clips and baguette bags were providing new visibility for retro looks, while TikTokers such as @hellotefi educated a new generation of teens on early drama, including the feud between Paris Hilton and Lindsay Lohan. “There is a very nice confluence between TikTok and Depop in particular,” notes Vairi MacLennan, chief content officer at Mother. “Either you see a trend for the first time on Depop and then you go to TikTok to search for it. Or you see something on TikTok and go to Depop to buy it. It feels like they really work hand in hand.

Creative direction of the themes by the Digital Fairy

Unsurprisingly, the brands also tried to participate in all the nostalgia actions. This is especially true in the fashion and beauty worlds, where a series of iconic brands from the 2000s have been relaunched with today’s consumers in mind. These include Juicy Couture’s diamond-encrusted velvet tracksuits, which were once the unofficial uniform of reality TV starlets; the return of favorite Tammy Girl; and a rebooted Blumarine, which recently used 2000s model Sasha Pivovarova as the face of its AW22 campaign. Shot by Petra Collins, the campaign sees the model lounging atop a pink barbie car submerged in a swimming pool, of course.


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