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Why Crocs, Vera Bradley and other brands are diving into their archives for fashion inspiration

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Why Crocs, Vera Bradley and other brands are diving into their archives for fashion inspiration

With cultural nostalgia in full force, more brands are digging through their archives to relaunch or revisit old collections. In 2025, Chloé reintroduced its iconic Paddington bag after 20 years, under creative director Chemena Kamali. In April, Banana Republic brought back adventure-oriented pieces from its archives, in collaboration with the nonprofit The Explorers Club. Also in the spring, Giorgio Armani announced Archivio, 13 men’s and women’s looks from the brand’s back catalog that were remade for 2026.

Brands are going retro largely to appeal to the next generation, executives told Modern Retail. For one, many younger shoppers (especially Gen Z) have a strong appetite for vintage aesthetics amid mass consumerism and fast fashion. Some, as Pacsun reported in its recent Youth Report, are feeling a wave of “anemoia,” or a longing for a past they never lived. TV shows like “Love Story,” which are set in the 1990s, are also driving demand for brands of the era, like Calvin Klein and Tommy Hilfiger.

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