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Brief Published: 12 Oct 2020

Zara Revives the Archive


The label is looking back to its own archive for inspiration this season, reviving 17 of its best-loved pieces from 1996 to 2012. From white shirts and fitted trousers to camel coats and slip dresses, the collection is comprised of classic wardrobe staples updated slightly in terms of fit and fabric for the modern consumer, emphasising a clean and simple post-pandemic look.

In a similar move, American fashion and lifestyle brand Rowing Blazers is launching its first womenswear pieces by recreating two knit sweaters made famous by Princess Diana in the 1980s. While these pieces were not originally made by Rowing Blazers, the brand worked in collaboration with the designers (Warm & Wonderful and Gyles & George) to update and revive the classic pieces.

Rowing Blazers x Gyles & George
Rowing Blazers x Warm & Wonderful

As nostalgic styles increase in popularity, particularly with Gen Z consumers, brands would be wise to look to the past for future inspiration. A brand’s own archive brings a more authentic feel to throwback recreations while also celebrating the brand’s heritage and connecting with the next generation of consumers in the process.

For more on this evolving trend, see our S/S 21 trend direction Analogue as well as our recent updates and validations.