LOS ALAMITOS, Calif. — To celebrate its 25th anniversary, the brand has launched its 2000s collection to recreate iconic looks, hoping to gain a Generation Z audience while maintaining millennial nostalgia.
“Lately I haven’t been as much of a fan as Hollister. I think the quality of their pieces have downgraded and I wish they would just go back to their older styles and collections,” said Jessy Mata, a freshman at LAHS.
Hollister has entered a new era thanks to TikTok fashion trends and the resurgence of Y2K, helping Hollister leave behind their drought of popularity. The brand’s overall mission from this clothing rebrand is to regain the teenage audience they once had in the 2000s, with a new chance to connect with the teenage fashion of today. Although Hollister has been experiencing a resurgence as of late, it recently underwent an unpopular phase following several controversies surrounding the brand and a shift in direction from its campaigns. After incidents of racial insensitivity, religious discrimination from management at their stores and a former CEO facing allegations, the company went under for a while. In 2015, Hollister was sued because of their management’s religious discrimination at their store due to a hijab being worn by an employee. She was fired for not taking the hijab off due to their “looks policy.”
This collection is a celebration of their 25 years in business as a clothing brand. Hollister was known for its soft California beach style. This new collection is not only a comeback but a revision of what once was the “golden years” of Hollister. The seagull that was once on Hollister’s pieces signified the soft-lit and surf-inspired clothing they made.
“I wish the new collection were more accurate to the 2000s, it still looks very modern,” said Natalie Brosseau, a freshman at LAHS.
Not only is this collection a salute back to the 2000s, but it’s also a revision of it. Gen-Z’s fashion trends are currently something to be rooted in and not something recycled. As malls and teenage fashion evolve, Hollister isn’t just the only brand that is reviving the mall aesthetic and nostalgic staples for teenage fashion. Hollister has doubled down for the teenage audience that they cater to by taking a whole different approach in marketing. Mostly focusing on the aesthetics of their social media and indulging in the Y2K trends has helped their audience grow outside of California. You can see the change in their marketing goals by getting influencer campaigns and focusing on trends like the “coquette bow” or “forest print” trends.
“I am a fan of their new pieces and I think they’re very cute, but I think they need to improve on their marketing and commercials to become more relevant,” said Stephanie Wait, another freshman.
Their shift of focus onto teenagers again has given them a comeback, but some wonder if they will stay consistent. Along with the celebration of their 25th anniversary, they have managed to stay relevant and become a mainstream name again.
