Nostalgia-Fueled Brand Collaborations Bring Back ’90s & Y2K Aesthetics

The psychology behind nostalgia marketing is simple: brands provoke emotions and evoke memories by confronting consumers with the past, leading to an emotional reaction and purchase.

According to GlobalWebIndex, eight in 10 internet users say they experience feelings of nostalgia at least occasionally, and four in 10 say they do so often.

And now, nostalgia-fueled collaborations are on the rise.

One example of this can be seen in the partnership between sparkling water beverage Soulboost jewelry and clothing brand DANNIJO. Their co-branded limited edition Mood Ring ($98.00) capitalizes on the 1990s craze for the color-changing ring that indicates one’s “mood” via thermogenic crystals.

In this case, the collaboration is rooted in charitable giving: For every ring purchased, 100% of the proceeds will be donated to Project Healthy Minds, a non-profit organization dedicated to tackling the growing mental health crisis.

Fashion brands are very much on board with this trend, too.

In spring of 2022, Marc Jacobs introduced Heaven—a 90s nostalgia-inspired, youth-focused diffusion line. Made with Millennials in mind, this collection also piqued the interest of Gen Z shoppers, who have developed an eclectic and fluid fashion taste mixing vintage references with current trends.

According to the collection’s designer Ava Nirui, today’s young consumers are culturally aware and advanced when it comes to fashion. As a result of the fast-paced trend cycle and the strong influence of social media, Gen Z reminisces about a time in which they have few or no memories.

Another collaboration that aims to provoke nostalgic feelings in consumers is the Bella Hadid x ABOUT YOU collection. The online fashion shop launched its first collection co-marketed with the well-known supermodel, inspired by her eclectic style.

The collection includes polo shirts, tailored suit combos in straight cuts, straight-leg and flared pants, short flowing skirts, and playful tops inspired by the ’90s and Y2K fashion. The designs mirror a capsule wardrobe for an off-duty model and strike a balance between masculine and feminine elements.

In another instance, we can see this trend in the 17-piece collaboration between New York-based label MadeMe and artist/fashion designer Paul Frank. Their co-branded collection features the cartoon character Julius the Monkey on zip-up hoodies, leopard-print mohair knits, tartan pajamas, plaid kilts, beanies, and more.

Even beauty brands are getting on the trend.

In collaboration with the iconic hot cocoa brand Swiss Miss, beauty brand Glossier launched the Swiss Miss Balm Dotcom—a multipurpose lip balm and skin salve with a subtle tint of ’90s-style chestnut-brown lip color and a cocoa and vanilla scent. According to the brand, the collaboration is inspired by a favorite nostalgic treat—a cup of hot cocoa following cold-weather activities.

Nostalgia is a common coping mechanism for people trying to find peace of mind during uncertain times, so it’s no surprise that nostalgia-fueled brand collaborations are more popular than ever.

From unique product collaborations to general aesthetics and beyond, we’ll continue to see brands use nostalgic elements in their marketing efforts to remind consumers of past experiences and to (hopefully) stir up positive associations.