Are brands overdoing the '90s nostalgia marketing?

Nostalgia is a dirty liar that insists things were better than they seemed.

But it certainly works for marketing.

And it certainly works for the 30-year fashion cycle.

Which is why clothing brands are capitalising on the current hold that the ‘90s era seems to have on younger generations.

This year, clothing brand Reformation has revealed Monica Lewinsky as the face of their new campaign.

Fran Drescher – yes, the Fran – starred in fashion brand AMI Paris’s SS24 campaign.

Pam Anderson has appeared in multiple campaigns for Proenza Schouler, Smashbox and Artizia. Jenna McCarthy and Carmen Electra modelled for SKIMS.

And now, Old Navy is the latest brand to tap into the reminiscence playbook and lean into this era as it celebrates its 30th anniversary.

The American retailer, part of Gap Inc., is throwing it back to its founding year of 1994 with a limited edition drop, and a 90s-themed party at NYFW.

This comes as part of the brand's efforts to reinvigorate and 'reassert [themselves] back into culture,' CMO Behnaz Ghahramani told ADWEEK. Old Navy announced a limited-edition '’94 Reissue Collection' of items from its opening year. This includes items such as baby tees, performance fleece, and tracksuits.

J. Crew is also jumping on the nostalgia train. The brand is reissuing its catalogue and autumnal offering last seen in mailboxes seven years ago. They're also bringing on ‘90s icon Demi Moore.

Nostalgia has been a big marketing trend for brands in recent years as consumers long for less complicated times.

From Grimace and the Mets, to Knee-high Chuck Taylors, the Indie Sleaze revival and the return of iconic taglines, it seems everyone wants to revisit the good old days.

Will the cultural or brand obsession with the ’90s end? Over the last 15 years or so, the decade has been declared 'back' in style, music, and other cultural trends. For some brands, the current surge in interest around the decade could have long-lasting effects on their strategies.

But is nostalgia marketing really that effective?

Well, yes. Using aspects of a brand's history or heritage can boost brands' attention by 8%. Understandably, when everything feels a bit dark, it's only natural to look back to the past for a little joy.

However, brands are best at driving optimism and excitement for the future. I think we should look to the past for genuine human behaviour we want to protect or bring back. But I don't think we should hide behind it as a style over substance.

Nostalgia plays a valid role in marketing and can be a shortcut to tapping into good memories. But it feels like it’s becoming a bit of a cheap shot at this point.

Let’s not stop being innovative and creating new memories for brands to look back to when we are a thing of the past.

-Sophie, Writer