These 2010s Brands Are Reinventing Themselves In 2022


If you’ve been anywhere on the internet over the past year or so, you’ve undoubtedly noticed a rising fascination with the early aughts. From butterfly motifs to micro-minis, these ’00s staples have basically taken over the trend-driven fashion scene. But now, there’s a new (old) era quietly on the rebound: the 2010s.

Yep, you read that right—in reality, they weren’t actually that long ago, yet our way of life has drastically changed since then. I mean, this was when TikTok was better known as, and shopping IRL at the mall was consistently on the weekend agenda. After a life-altering two years, a return to light-hearted fashion of decades past has undoubtedly been a welcomed notion.

And for the brands that ruled the 2010s, this has been top-of-mind when deciding how to execute that same 2010s ease in a way that relates to current-day fashion. “I think the nostalgia factor is a big part of why these decades resonate with our customers,” says Kristin Scott, Global Brand President at Abercrombie & Fitch Co in regards to their portfolio of brands like Hollister and Gilly Hicks.

“In the midst of such a crazy world, these time periods evoke feelings of simpler, lighter times that they want to grasp onto,” Scott tell STYLECASTER.

Yet, a key factor for success in the 2020s versus the 2010s is having a value-driven mission in addition to covetable fashion. For Hollister, this has been a priority in updating their brand ethos. “We’re interpreting our brand purpose, which is to liberate the spirit of an endless summer inside everyone, ensuring everything we create celebrates individuality and makes our customer feel comfortable and confident in their own skin,” says Scott.

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