Archive Dives & Nostalgia-Mining: The Enduring Demand for Y2K
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?
The A/W 25 runways dealt heavily in nostalgia, with brands mining their archives for 00s staples. McQueen revived the skull-print scarf (online interest has been rising by 79% daily as of April 2025), Chloé reintroduced its Paddington bag and Dior sprinkled commercial “J’adore Dior” tees throughout its collection. Plus, Balenciaga brought back its Le City bag last year via a Y2K-inspired campaign after secondhand interest surged.
Alexander McQueen A/W 25
Alexander McQueen
Timothee Chalamet in Alexander McQueen
Chloe A/W 25
Dior A/W 25
Chloe A/W 25
Nicole Kidman for Balenciaga
Devon Lee Carlson for Balenciaga
Kate Moss for Balenciaga
 Alexander McQueen A/W 25 |  Alexander McQueen |  Timothee Chalamet in Alexander McQueen |  Chloe A/W 25 |  Dior A/W 25 |  Chloe A/W 25 |  Nicole Kidman for Balenciaga |  Devon Lee Carlson for Balenciaga |  Kate Moss for Balenciaga |
Balenciaga
Elsewhere 00s mainstay Miss Sixty (Italy) recently staged a comeback with a collection of baby tees, denim capris and micro miniskirts, and a campaign fronted by Gen Z idol Bella Hadid. Meanwhile, Gen Z celebrities including Addison Rae, Millie Bobby Brown, and Tyla continue to promote Y2K aesthetics.
Miss Sixty
Miss Sixty
Miss Sixty
Miss Sixty
Addison Rae
Tyla
Millie Bobby Brown
 Miss Sixty |  Miss Sixty |  Miss Sixty |  Addison Rae |  Tyla |  Millie Bobby Brown |
Y2K-inspired fashion forms a sizable and lucrative component of the resale market too. “Y2K” was one of 2024’s most searched terms on Vinted, indicating an appetite for authentic, of-the-era items. Brands are getting in on the action. DKNY teamed up with Depop and vintage store 194 New York to curate a selection of its vintage pieces, and Paris Hilton joined the celebrity closet sale trend, partnering with Vestiaire Collective to auction some of her favourite 00s pieces to aid those affected by the Los Angeles fires.
DKNY x Depop x 194 New York
DKNY x Depop x 194 New York
DKNY x Depop x 194 New York
 DKNY x Depop x 194 New York |  DKNY x Depop x 194 New York |  DKNY x Depop x 194 New York |
Paris Hilton x Vestiaire Collective
Paris Hilton x Vestiaire Collective
 Paris Hilton x Vestiaire Collective |  Paris Hilton x Vestiaire Collective |
Nostalgia is obviously key to cracking this persistent trend, but it’s important to avoid kitschy gimmicks. Y2K fashion has been popular for a while, but this evolving iteration is edgier and leans into grungey, indie-sleaze aesthetics – see Racer Worldwide’s S/S 25 collection for cues. It’s also paramount for brands to engage the millennials and Gen Xers who lived through the Y2K era while appealing to Gen Z-led escapism – look to brands like Ugg and True Religion, who have maintained their relevance by balancing nostalgia with innovation.
Racer Worldwide S/S 25
Racer Worldwide S/S 25
Racer Worldwide S/S 25
 Racer Worldwide S/S 25 |  Racer Worldwide S/S 25 |  Racer Worldwide S/S 25 |
The Y2K trend is also largely key-item driven and there’s an “if you know, you know” element at play. Brands like McQueen and Chloé have been smart to reintroduce era-specific staples from their own archives that were already driving demand in the resale market. It’s important for brands to stay in-the-know on what’s ‘cool’ among their core base before the trend moves on.