Corporate Nostalgia Is Not a Vibe, It's a Sales Strategy
Fast fashion brands are selling Y2K tracksuits and 'heritage collections' as authenticity, while continuing to produce garments at 52-micro-season speed. The real vintage and secondhand market grew 15% in 2024, five times faster than traditional retail, and it has nothing to do with what H&M is calling a 'Conscious Collection.'
By Jules Fontaine · 4 min read