×
22
Fashion Jobs
LEVI'S
Regional Total Rewards Manager
Permanent · Singapore
LEVI'S
Manager, Trade Compliance - Regional
Permanent · Singapore
LEVI'S
Marketing Manager
Permanent · SINGAPORE
L'OREAL GROUP
Business Development Manager - l'Oreal International Distribution (Lid)
Permanent · Singapore
ESTÉE LAUDER
Supply Chain Executive (6 Months Contract), Travel Retail Apac
Fixed-term · Singapore
LEVI'S
Director, Marketplace Insights - Eap
Permanent · Singapore
LEVI'S
Assistant Manager, HR
Permanent · Singapore
LEVI'S
Director, Corporate Affairs, Asia, Middle East And Africa
Permanent · Singapore
LEVI'S
Inventory Management Lead, Asia
Permanent · Singapore
LEVI'S
Merchandising Operations Specialist
Permanent · Singapore
LEVI'S
Specialist, Brand Analytics & Tools
Permanent · Singapore
LEVI'S
Manager, Global Strategic Sourcing
Permanent · Singapore
LEVI'S
Stylist/ Senior Stylist
Permanent · Singapore
LEVI'S
Head of Diversity, Equity & Inclusion (Ama)
Permanent · Singapore
LULULEMON
Key Leader | Marina Bay Sands
Permanent · Singapore
LULULEMON
Key Leader | Singapore Takashimaya Ngee Ann City
Permanent · Singapore
LULULEMON
Educator | Singapore Duxton Road
Permanent · Singapore
LULULEMON
Key Leader | Singapore Duxton Road
Permanent · Singapore
LULULEMON
Educator | Singapore Takashimaya Ngee Ann City
Permanent · Singapore
LULULEMON
Educator | Singapore Ion Orchard
Permanent · Singapore
LULULEMON
Assistant Manager | Singapore Duxton Road
Permanent · Singapore
LULULEMON
Educator | Singapore Marina Bay Sands
Permanent · Singapore
Published
Feb 3, 2017
Reading time
2 minutes
Share
Print
Click here to print
Text size
aA+ aA-

Geraldine Wharry: Nostalgia Part II

Published
Feb 3, 2017



Reebok AW16 campaign


Following our Nostalgia Part I report, we examine the massive comeback of 90s athletics and street style in the fastest growing segment of the clothing industry. Sportswear sales increased by just under 7% in 2016, thus outperforming all other clothing categories for the third year running.
 
Brands from the high street to luxury have been looking back into their archives or doing collaborations to channel the trend most notably with Vetements and Champion's collaboration.

Reebok Classic released their new Vector Collection last year, which was originally born in the 90s, channelling the style in iconic red, white and blue from the initial collection. Reebok cast Anaïs Gallagher, daughter of the quintessential 90s Britpop star, Noel Gallagher to front the campaign.


Fila Trailblazer 2016 campaign / SS17 Tim Coppens designs, photographer by Warren Gourin, styled by Alex Lee for Fucking Young! / Supreme x Louis Vuitton AW17


Fila recently re-released the Trailblazer shoe in October 2016. Originally released in 1990 as a trekking shoe, they developed a cult following in youth culture. Tim Coppens' SS17 designs were styled to evoke an impression of 90s northern street style in a track jacket for Fucking Young!

The theme has been bleeding into the luxury market, as seen in Burberry AW16 and in the Louis Vuitton AW17 collection, featuring the highly anticipated collaboration with cult streetwear brand Supreme.

Pop culture has also adopted the 90s influence. German R&B artist Ace Tee in her breakout video is styled, along with her cohort, in vintage sportswear and thrift shop pieces, channelling music icons Aaliyah and TLC.


Kevin Amato, Los Angeles / Burberry AW16


Online market places specialised in 90s sportswear are also gaining popularity with Wavey Garms, with their online clothing sharing group and London pop-up shop. Functioning mainly through Facebook, Wavey Garms allows people to buy and sell vintage, niche items, usually 90s and 00s pieces compromising of brands such as Polo Ralph Lauren, Tommy Hilfiger, Kappa, and Champion. According to Rihannon Branco, sister of Wavey Garms founder, Andres Branco, the majority of their following is quite young, but none the less are completely informed about the 90s and 00s culture. 

Nostalgia channels a pride similar to what we see in Sneakerheads. It gives bragging rights to a youth who although too young to have experienced the decade, manage to amplify its style references. Here the recent past is not subverted or poked fun of, it is celebrated and seriously worshipped.

By Guest Writer: Tanja Novak | Editor-in-chief: Geraldine Wharry


 
We specialise in:
+ FUTURE FORESIGHT
+ BRAND STRATEGY
+ FASHION DESIGN
 
For more info email us at hello@geraldinewharry.com
 

Copyright © 2021 FashionNetwork.com All rights reserved.