New Data Shows Why Brands from the 90’s Are Making a Comeback

We all know that fashion trends are often circular, with trends from the 1970s, 80s, 90s, and 2000s reappearing on the designer catwalks every season. 

Because of this, brands also experience peaks and troughs, with big ‘vintage’ names often making a comeback depending on the season’s style. 

Over the past few years, we have seen a resurgence of many old-school fashion brands, such as Miss Sixty, Diesel, and Von Dutch. 

And if exclusive data from online fashion platform endource is anything to go by, Y2K-inspired brands are here to stay, with 90s brands also making their debut back into shoppers’ baskets. 

Martina Cherry, stylist and fashion expert from endource, has given insight into what brands have spiked and why she thinks they are making a comeback. 

Why are 90s and early 2000s brands making a comeback? 

“Certain periods of time are always making their comeback to the catwalk, with the 70s, 80s and 90s being regular culprits, but more recently we have seen a lot of the early 2000s too. This is for many reasons, including cultural shifts, social media and nostalgia. Many people see the 90s and early 2000s as a more carefree time, when supermodels like Kate Moss dominated the headlines, alongside the party girls of LA like Paris Hilton and Lauren Conrad. 

Because of this, we’ve seen an influx of late 90s and early 2000s styles on the catwalk and a resurgence of popular brands that take this opportunity to rebrand a style they have lost over the years. Think low-rise jeans, floaty skirts, and halter-neck tops that dominated the 2000s and the sleek lines and minimal silhouettes of the 90s that we see mimicked in popular contemporary brands such as Paloma Wool and Gimaguas.

Looking at internal data, we have seen an influx in the popularity of brands that had their day in the 90s and 2000s, and quite frankly, we’re not surprised and super excited for their return.”

What brands are we going to see making a comeback this year? 

Karen Millen 

Karen Millen was a popular brand in the 90s, and it appears it’s having a resurgence, with visits to the brand up 66% on the previous year. 

“Karen Millen is renowned for its occasion wear and, back in the 90s, was extremely popular thanks to its fluid silhouettes, such as asymmetrical hems and ruffles, alongside vibrant colourways, bold prints, sequins and flattering cuts that made Karen Millen the go-to brand for weddings, occasions and nights out. Now, thanks to the 90s and early 2000s resurgence, Karen Millen is officially back and thriving, with its classic cuts and silhouettes making a comeback, alongside more toned-down, neutral pieces that are perfect for the modern woman.” 

Monsoon

Monsoon, known for its bohemian, free-spirited style, was a staple in the early 2000s, before it seemingly disappeared from the high street. But now it’s back, with visits to the brand’s page up 480% on the previous year. 

“Monsoon is a brand with a very distinctive style that takes influence from all over the world. It’s known primarily for its bohemian occasion wear, such as floaty skirts and dresses. More recently, Monsoon has been making waves on second-hand apps such as Vinted and Depop, which has led to its resurgence in popularity. Today, Monsoon still captures the same essence of the brand that led to its popularity in the early 2000s and often looks to it for inspiration if its new collections are anything to go by.”

Calvin Klein 

Calvin Klein is the epitome of 90s minimalism, and according to data, it’s back, with visits to the brand page up 200% compared to the previous year.

“Calvin Klein has always been iconic. However, recently their popularity has dipped slightly with younger generations, making them more renowned for their boxers than their ready-to-wear. However, with 90s minimalism becoming popular again, Calvin Klein is back and better than ever, not that they ever left. Think all the usual suspects, relaxed tailoring, expertly done basics, and denim. The perfect recipe for a 90s-inspired capsule wardrobe.”

Chloe 

Chloé has well and truly returned to its floaty, feminine roots, and in turn, it has soared in popularity, with visits to the brand page up 87% over the past year.

“The iconic French fashion house Chloé has had its rises and pitfalls over the years. However, with boho officially being back and better than ever, Chloé has returned to its early 2000s roots and emanates femininity through its romantic, floaty silhouettes, ruffles and chiffon. Chloé has been seen on the new generation of ‘It Girls’, including Daisy Edgar-Jones and, of course, Sienna Miller. Chloé is only going to get bigger and better, especially over festival season and with the return of the iconic Paddington bag, which appeared on the runway in the AW25 show.”

Image by Mateo Almendares – pexels.com