90s Nostalgia
Discover how the 90s are making a comeback through nostalgia in the swimwear and lingerie categories and how you can match your branding to the theme.
Nostalgia is one powerful emotion that, when used correctly, can grip your audience as you transport them to a happy and carefree moment from their past life and persuade them to purchase whatever you’re selling. Utilising nostalgia, brands are bringing back 90s styles we knew and loved such as sports bras dripping in logos, scoop swimsuit necklines, and high-rise loin-cloth style bikini bottoms which skyrocketed in popularity thanks to their flattering cut and strong ‘instagrammability’.
BRANDING
It isn’t just products which are seeing a 90s renaissance as companies also implement the trend throughout their branding. Colour blocking, neon hues and cutesy patterns with butterflies, flowers and chibi-style animals currently dominate graphics in the industry. Bubble and graffiti font styles are young, fun and playful, reminding consumers of their childhood where ‘Girl Power’ and optimism for the new millennium swept the globe. A nod to the 90s in your branding can make your consumer wistful; linking your brand to their nostalgia can encourage consumer interest and engagement with your brand as they yearn for the past.
FABRIC & PRODUCT
Childlike icons are prominent across products too, with a resurgence of DIY pattern clashing designs and garments seemingly held together with strings and safety pins. Also, with dancefloors finally fully opening in 2022, rave culture has influenced the contour industry with plenty of fishnet gloves, neon string vests and sheer crop tops spotted at summer festivals. Psychedelic patterns printed onto mesh and the myriad of thermal-inspired patterns express a sexier side to 90s style, hinting at the direction this trend may take as the 60s resurgence we’ve witnessed develop since 2019 fuses with 90s nostalgia.
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