The fashion industry understood very early on the effect nostalgia has on its customers. We can see it currently and in every decade before. “Vintage” is in and always will be. Every thing that was once trend will come back later, I promise. Not all of them will stay but fashion is timeless nonetheless. For example, right now, “King Kylie era” is trending. People miss the 2015-2016 time and what it represented back then. Dying your hair blue or pink is coming back. Even I feel influenced!
Circling back to the title, using the past can be great marketing for fashion brands. More visibility, more profits. We, fashion consumers, love to remember the runways from the 90s and the legends that came with it. There is a reason everyone loves “vintage”; it is because of the way it makes us feel.
It is also perfect for sustainability. Reusing bags to make new ones ( like in the new Balenciaga campaign) or completely doing the same show ( Chanel cruise in Singapore will be the same one as in Lake Como) are sustainable ideas. With the impact fashion has on the planet, reusing wouldn’t hurt.
Sometimes, things are perfect the first time around, so why not use it again?
Use nostalgia to your advantage. Used does not mean bad or uncool. In fact, it is the opposite.
xoxo, M-S
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