Mall brands from the ‘90s are staging a comeback—and Gen Z’s appetite for nostalgia is fueling the revival. Brands like Gap and Victoria’s Secret once defined the shopping mall era, but faded into the background for Gen Z as fast fashion and DTC competitors took over. But throughout 2025, they got back onto Gen Z’s radar in a big way. Gap’s viral KATSEYE denim campaign (55M+ YouTube views) channeled the dance-centric ads of its ’90s heyday, updated for TikTok culture and Gen Z’s demand for diverse representation. Paired with anime-inspired ads and micro-influencer partnerships, Gap’s strategy has delivered seven consecutive quarters of growth. Victoria’s Secret has also seen an impact from Gen Z since their fashion show revival, with a 9% Q3 growth too. But experts caution the comeback has limits: mall-anchored brands face pressure as competitors like SKIMS expand into street front retail, too. (Glossy)
👀 Read more from YPulse: 4 Marketing Campaigns That Made Gap Go Viral with Gen Z
