How J.Crew and Old Navy Are Winning with Nostalgia—And What Sustainable Fashion Can Steal from Their Playbook
Because who doesn’t love a good throwback?
Oh, hey, it’s Brittany! 👋🏾 Welcome to my corner of the internet where I talk about consumer behavior, psychology, and how they intersect with fashion and sustainability.
The ‘90s are making a comeback.
Nostalgia is taking over fashion, with brands tapping into the past to engage both young and older consumers. Among the most recent to embrace this trend are Old Navy and J.Crew who are blending retro style with modern appeal, offering a fresh take on nostalgic elements that feel both familiar and current.
Old Navy’s '94 Reissue Collection
As part of its 30th-anniversary celebration, Old Navy is reviving its iconic ‘90s designs with a limited-edition collection, the ‘94 Reissue, launching on September 13. The collection features standout pieces from the era, including baby tees, tracksuits, and baggy jeans, with a modern twist from Chief Creative Officer Zac Posen.
The decision to bring back these designs taps into the growing popularity of ‘90s nostalgia, while also celebrating Old Navy’s milestone anniversary.
To ensure authenticity, the Old Navy team sourced vintage pieces from platforms like eBay and Depop. Many designs, like the coach’s jacket, are nearly identical to their ‘90s originals, while others, like the polar fleece, have been subtly updated.
To celebrate the collection launch, Old Navy hosted a ‘90s Throwback party during New York Fashion Week at Webster Hall, co-hosted by Posen and Lindsay Peoples, editor-in-chief of The Cut. The event previewed the ‘94 Reissue collection and looked like a damn good time with live performances by Ja Rule, En Vogue, and Hanson.
The ‘Once More ’94’ campaign spans multiple platforms, including social media, digital media, and a limited-edition zine available online and in stores. Capturing the spirit of the era, the campaign incorporates nostalgic elements like beepers and bulky TVs resonating with both Gen Z and millennials, while celebrating Old Navy’s legacy in shaping casual American fashion.
The J.Crew Catalog Revival
Much like Old Navy’s celebration of its ‘90s roots, J.Crew has revived its iconic catalog with actress Demi Moore gracing the cover. The catalog, which was discontinued in 2017, is being reintroduced as part of the brand’s strategy to tap into the growing trend of nostalgia marketing. Featuring a blend of editorial content and modern touches like QR codes, the relaunch draws on the brand's classic preppy style with a fresh twist.
Demi Moore, a '90s icon herself, fronts the fall edition, which includes her personal picks of ‘90s-inspired pieces such as cashmere sweaters, mid-rise jeans, and tasseled loafers. Moore’s involvement brings a sense of timelessness and nostalgia, appealing to J.Crew’s millennial consumers who fondly remember the brand’s heyday. The collection celebrates the carefree spirit of the ‘90s, with Moore reflecting on the era’s shift toward embracing imperfections and individuality.
To mark the catalog’s revival, J.Crew hosted a dinner event at the New York Public Library, celebrating its history while offering a glimpse into its future under creative director Olympia Gayot. Guests explored memorabilia, including fabric swatches and Polaroids from past photoshoots.
In a recent interview, J.Crew’s menswear creative director Brendon Babenzien emphasized the importance of the catalog as a storytelling tool, providing a tangible experience that allows customers to connect more deeply with the brand. Babenzien likened it to the resurgence of vinyl records, noting that the physical format offers a sense of permanence and presence that digital media often lacks.
The catalog, which is only available online by downloading the J.Crew app, is a clever marketing move. It not only encourages direct engagement with the brand’s ecosystem but also drives app downloads, creating an ongoing digital relationship with customers. This strategy makes the catalog a gateway to deeper brand engagement, offering more than just a lookbook—it’s a long-term touchpoint that boosts customer retention. (Editor’s note: has anyone else had issues with the app crashing and buttons not working?)
J.Crew is betting that the tactile experience, along with the mix of ‘90s throwbacks and other nostalgic elements, will forge a deeper connection with shoppers, tapping into emotion.
Print vs. Digital Sustainability
While J.Crew is only pricing three catalogs a year and limiting mass-mailing by encouraging customers to pick up the catalog in-store or view it online, producing physical copies raises questions about the environmental impact. Both Old Navy and J.Crew have stated their commitment to sustainability and reducing waste, yet these printed materials (Old Navy’s Zine and J.Crew’s catalog) seem at odds with these goals, drawing attention to the sustainability debate around print and digital media.
Is print media inherently more harmful than digital media? Neither medium is “particularly green.” Both have environmental trade-offs, and no single option is without impact. Print involves deforestation, energy consumption, and water usage, while digital requires vast amounts of energy to power data centers, infrastructure, and devices.
A report from Two Sides North America suggests that paper, when responsibly sourced, can be sustainable. However, a study from The Shift Project shows that digital technologies are responsible for 4% of global carbon emissions, a figure growing by 9% each year.
This raises a significant challenge for brands as they balance their environmental responsibilities with the need to create engaging and memorable experiences for consumers.
It’s a tough balance.
Why Nostalgia Works
Nostalgia marketing is a powerful psychological tool because it evokes personal memories and emotions, often tied to periods of happiness, comfort, or simplicity.
As seen with the resurgence of ‘90s culture, brands are tapping into these emotions, helping consumers connect with products on a deeper level. Whether it’s fashion or entertainment, this connection influences consumer behavior in ways that transcend practical purchasing decisions.
Old Navy’s throwback collection and the revival of J.Crew's catalog is a clear example of nostalgia at play. For both younger generations like Gen Z and older consumers, the ‘90s represent an era of cultural richness and pre-digital simplicity, which is highly appealing in today’s fast-paced, screen-dominated world. Gen Z may not remember the ‘90s firsthand, but they still find appeal in the era's cultural aesthetics, music, and fashion, driven in part by social media platforms like TikTok. Older consumers, meanwhile, experience a deep sense of connection and fondness for a time they remember vividly.
Emotional Connection and Escapism
Nostalgia evokes strong emotional connections by reminding consumers of simpler, happier times. For Gen Z, the ‘90s are romanticized as a pre-digital time of individuality and creativity, while for older generations, the era brings back personal memories of their youth. In uncertain times—marked by global crises and economic instability—looking back offers an escape from the complexities of the present. As Old Navy’s Chief Marketing Officer, Behnaz Ghahramani, put it, “Both millennials and Gen Z are craving a time that represented an era that was more optimistic, more joyful, and just simple.”
A Sense of Belonging and Trust
Nostalgic trends create a sense of belonging by connecting individuals through shared cultural references. For Gen Z, who didn’t live through the ‘90s, retro fashion offers a way to engage with this collective memory and establish cultural connections with their peers. Older consumers, on the other hand, feel a sense of trust when they encounter familiar brands or iconic styles from their past, making them more likely to engage with the product again.
Social Proof and Status
Owning or wearing items from a previous era signals cultural awareness, especially for younger generations. For many in Gen Z, wearing ‘90s styles is not just about fashion—it’s about signaling their understanding and appreciation of a culturally significant period. This shared cultural memory provides both status and a sense of inclusion.
The Psychology Behind Nostalgia Marketing
Nostalgia marketing is more than just selling a product—it’s about selling the emotions, memories, and cultural connections associated with it.
By reviving the past, Old Navy and J.Crew are bridging generational gaps, leveraging emotional cues to foster loyalty and engagement across different age groups. Whether it’s the reissue of iconic Old Navy pieces or the revival of J.Crew’s catalog with a modern twist, these brands aren’t just celebrating the past—they’re using it to shape the present and future of fashion, offering a piece of history, an emotional experience, and a connection to both personal memories and the cultural zeitgeist of a bygone era. And for today’s consumers, that’s a compelling reason to engage with these brands—whether through nostalgia-driven purchases or a deeper connection to their brand identity.
A Lesson for Sustainable Fashion— The Power of Emotional Connection
As mass-market retailers, at first glance, Old Navy and J.Crew might not seem like obvious role models for sustainable fashion but their ability to build strong emotional connections with consumers offers valuable lessons for sustainable brands.
Too often, sustainable brands focus primarily on eco-friendly credentials, assuming this alone will attract conscious consumers. While sustainability is important, it doesn’t always drive purchasing decisions. To truly stand out and build loyalty, sustainable brands need to tap into deeper emotional connections—whether through storytelling, lifestyle, or shared values.
The key takeaway from Old Navy and J.Crew isn’t just the power of nostalgia—it’s the emotional connection. Sustainable fashion brands need to cultivate this same connection by appealing to shared values, fostering a sense of community, or emphasizing a purpose-driven lifestyle.
By forging genuine emotional connections, sustainable brands can not only attract loyal consumers but also reshape the future of fashion by making sustainability an integral part of their identity, not just a selling point.
In case you missed it (TL;DR), what can sustainable brands learn?
Don’t rely solely on eco-credentials—connect with consumers emotionally.
Tap into shared values and purpose-driven storytelling.
Build a sense of community around your brand’s mission.
Make sustainability a core part of your brand identity, not just a feature.
Use nostalgia or other emotional triggers to foster loyalty and deeper connections.
🤓🧠
If you enjoyed reading this, here are a few ways you can support me and my work:
Share this with a friend, colleague or someone who would also enjoy reading it.
Heart or comment on this post, it helps others find my writing.
Subscribe to get more content like this!
Welcome to Substack! So good to have you here.... which categories did you go for? I find it hard to pick the right one for sustainable fashion discussions.
This is really interesting. I wonder if the nostalgia will boost demand for the actual older pieces on the second hand market. Im sure there’s a big difference in the quality.
I think you make a really good point about the energy that data centres use up to run digital and I think many consumers would not be aware of this at all and don’t think about it when digital hoarding in the cloud.