Remember the pounding music of Abercrombie & Fitch, the weekly Topshop hauls, or living in a Gap hoodie? For many, these high street titans defined the fashion of the 1990s and 2000s, but later felt like distant wardrobe memories. Now, in a remarkable retail reversal, these very brands are staging a powerful comeback, driven by a new generation and savvy reinventions.
The Nostalgia Boom: Not Just for Teenagers
While Generation Z is largely fuelling the resurgence, luxury stylist Angela Kyte insists that mid-life shoppers are missing a trick if they dismiss these labels as solely for the young. She told the Daily Mail that the revival is about more than just dressing younger.
'When brands modernise their silhouettes, refine their quality and update their messaging, they offer something powerful: the chance to reconnect with a version of ourselves that feels confident,' Kyte explained. 'This resurgence isn't about dressing younger; it's about tapping into a sense of ease and authenticity that these brands once signified.'
She advises clients over 40 to embrace the new iterations, which are cleaner, more minimal, and designed with adult sophistication in mind. 'The key is intentional styling. Think elevated basics, streamlined denim and well-cut essentials paired with mature tailoring or luxury accessories.'
Brand Transformations: From Mall Staples to Modern Must-Haves
Gap, once clinging to past glory and closing stores, has undergone a dramatic transformation. Since Zac Posen took over as creative director in February 2024, the brand has been reborn. Its fiscal second-quarter results in August 2024 showed profits had more than doubled year-on-year. Now a favourite of Hailey Bieber and fronted by Gwyneth Paltrow in campaigns, Gap has cemented its return to relevance, backed by red-carpet appearances from stars like Timothée Chalamet and Anne Hathaway.
Stylist Shauna Colaci notes: 'Gap is absolutely having a moment again, and it's not just nostalgia... With names like Hailey Bieber and Gwyneth Paltrow wearing the brand, and Zac Posen reimagining the aesthetic, Gap has moved from forgotten mall brand to modern minimalist cool.'
Abercrombie & Fitch is executing one of retail's most surprising turnarounds. After a 2022 Netflix documentary exposed its toxic past culture, the brand has radically changed course under CEO Fran Horowitz. It has ditched its exclusionary image, embraced inclusivity, and introduced trend-savvy pieces like printed jeans and vintage-inspired denim. The result? Its stock surged over 400% in five years, and in June, shares jumped 32% in a single day after blowout earnings. The company posted $1 billion in sales in its latest quarter—a 22% jump.
Topshop, which saw its Oxford Street flagship close in 2021 after the collapse of Philip Green's Arcadia Group, has been resurrected by ASOS. After an online-only period, it has returned to physical stores as concessions in Liberty and John Lewis. Shedding its association with past scandals, the brand is regaining momentum by mixing nostalgic designs with new offerings.
Iconic Labels Reclaim Their Cool
Calvin Klein, which faded in the late 2010s, is back with a bang in 2025. After a six-year hiatus from high-fashion runways and the closure of its New York flagship, the brand has reopened its NYC store and returned to the catwalk. Under new creative director Veronica Leoni, its provocative advertising is back, featuring faces like Bad Bunny, Jeremy Allen White, and Kendall Jenner.
Kookai, the French label that fell into administration in 2006, has also made a triumphant return to the UK after being purchased by Australian brand Magi. With matured designs, a strong social media presence, and improved quality, it honours its 90s roots while offering sophisticated pieces for today's shopper.
The message from stylists is clear: this fashion revival is inclusive. It allows a generation to reconnect with the confidence of their youth, while offering new, refined versions of classic styles that fit seamlessly into a contemporary, grown-up wardrobe.
