
Published 28 April 2025
From McQueen to Miss Sixty, the nostalgia-driven demand for Y2K fashion – especially among Gen Zers – shows no sign of abating. But what is the key to this longevity, and how should brands engage?



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Inspired by the mashed-up mood of our A/W 27/28 Fashion Direction Pulse, retro references, playful sports aesthetics and creative personalisation are all at the forefront of the 2027 back-to-school season. We...