Brands are authentically connecting with Gen Z’s hearts by tapping into nostalgia
By creating luxury products and whole collections rooted in a reverence for the past, brands can create items that Gen Z are excited to buy.

For instance, Gucci recently recaptured the magic of its turn-of-the-century fashion for a new generation with the 1990s-and-Y2K-inspired collection, featuring bold sunglasses, shiny rhinestones and other 1990s staples.