Nov 16, 2017 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
Apr 12, 2016
The 90s are back, but we don’t need to tell you that.
Now though, there’s another awesome fashion collection to add to the 90s nostalgia area in your closet.
To cement the celebration of all things 90s, Tommy Hilfiger has released a #throwback collection, that makes us think of Nintendo Game boys, ultimate girl crush Aaliyah and everything else that was amazing about the decade that brought us Clarissa Explains it All, Bad Boy Records and 90210.
At WGSN, we first spotted hints at this #throwback collection outside of the AW16 NYFW Tommy Hilfiger show, where Insta-stars Caroline Vreeland and Shea Marie were spotted in the clothes. Classic Tommy Jeans t-shirts with the old nostalgic branding were all over Instagram as a result, building the consumer buzz and reminding those who wore the clothes first time around just how cool they are.
But that was a teaser, and now consumers can get their hands on the entire capsule collection of modern classics from select Tommy Hilfiger stores worldwide where the Hilfiger Denim offering is carried, and online at tommy.com.
Speaking about the collection, Hilfiger himself said: “The Tommy Jeans collection revisits ‘90s nostalgia and celebrates iconic styles from our archives.
“Reminiscing on the ‘90s reminds me of some incredible memories – from our first collaborations with musicians and celebrities to our continued passion for pop culture. Our Tommy Jeans collection celebrates some of my favourite styles from our early years, updated for a new generation of Tommy fans.”
Look out for the iconic logo on everything from t-shirts, to long-sleeved sweatshirts, oversized denim jackets as well as high-waisted light-wash jeans and dungarees.
“It’s no surprise that Tommy Hilfiger has released this 90s inspired capsule collection, as the consumer appetite for nostalgic clothing and logos has reached fever pitch,” says Sarah Owen, WGSN Senior Editor of Digital Media & Marketing.
“Millennials love 90s fashion styles because they remember how they lusted after the items at the time, while Gen Z are discovering the items anew, and have an appetite for them thanks to the rise of consignment Instagram accounts like Wavey Garms and classic #fashion throwback Tumblr accounts creating demand for classic pieces,” she adds.
Like this? Check out Alexander Wang’s 90s nostalgic SS/16 campaign here.
For campaign analysis, brand strategy and tailor made business consultation, join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.