Fashion weeks are often focused on the future, but this season New York designers are nostalgic, with ’00s and ’90s echoing in the Big Apple.

Fendi kicked off the first day of fashion week with an anniversary show celebrating Baguette’s 25th anniversary. The original Her It bag became famous in 2000 when Sex and the City’s Sarah Jessica Parker was held at gunpoint as Carrie’s Bradshaw and forced to hand over a version with purple sequins. rice field. “Give me your bag,” cries the robber. “Baguette!” cried Carrie.

Paying homage to Baguette’s legacy, Fendi Womenswear Artistic Director Kim Jones invited fashion house friends such as Marc Jacobs and Parker to create their own take on the shoulder bag at the star-studded event. Announced. On the same day, a subsidiary of Marc Jacobs, his Gen Z beloved Haven launched a campaign featuring his stars of ’90s television, including Baywatch’s Pamela his Anderson and Twin his Peaks’ Kyle McLachlan. It was started.

Sunday night, Tommy Hilfiger returns to town for the first time in three years. Hilfiger, who took the scene by storm in the 90s, said:

Throughout the pandemic, millennials and Gen Z have embraced late-’90s nostalgia, and this devotion shows no signs of slowing down. Emily Gordon-Smith of trend analysis firm Stylus tracks her trends. “It’s getting more and more subtle,” she says. “It feels like the last few decades have been better and simpler times for our younger cohort.”

The 90’s theme is everywhere in New York. On newsstands, W magazine celebrates its 50th anniversary with a feature on 90s models Cindy Crawford, Iman and Shalom Harlow. On Billboard, Kate Moss’ daughter, Lila, appears in a campaign for Calvin Klein, three decades after Moss first modeled for the brand, and Jerry Seinfeld launches streetwear for her brand. Spearheaded the kiss campaign. On screen, the Sex and the City spin-off, And Just Like That…, has been recommissioned. It’s that high drama and the desire for even more high heels.

There is also a noticeable shift towards a more streamlined silhouette. With everyone from the Duchess of Cambridge to Beyoncé decked out in his signature bodycon his dresses, British designer Roland Mouret is making a comeback. Coming into operation in 2020, his own label was acquired by the SP Collection group. On the high street, Zara began collaborating with his ’90s designer Narciso Rodriguez. Known for his slip and sheath dresses, he delved into his own archives to bring minimalism to the masses.

This trend is also evident in the next generation of designers. Take her Conner Ives and Miss Sohee, who are members of The Vanguard, for example. ^–A Net-a-Porter initiative aimed at championing and supporting emerging talent. The design features a form-fitting silhouette and sparkling crystals. their reference? The Y2K era when they grew up.

Social media is behind this trend. While previous generations had to wait to see their favorite celebrities in magazines, Gen Z has archives at their fingertips and can create nostalgic edits with a string of past Instagram accounts such as @90sanxiety. Think Polaroid snaps of the Spice Girls or pup shots of Brad Pitt and Jennifer Aniston. Second-hand sites such as Depop have created a wave of sellers that also appeal to this cohort. Some specialize on his Y2K label such as Blumarine, Morgan and Kookaï.

As brands try to navigate issues like sustainability, Gordon-Smith says they often have less time to be creative. “The touchpoints of nostalgia are simple design cues. , is Warren full of nostalgia.”