In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

With record-breaking losses and store closures around the world, American heritage brand Gap hasn't been doing well. But its fall 2021 campaign signals a shift in direction and hope for recovery as it targets new and younger audiences by tapping into their love of all things nostalgic.

Branded merchandise was once solely found at business conventions and in the wardrobes of fervent fans, but it’s enjoying a renaissance as Gen Yers and Zers seek new ways of expressing their identity. What does this resurgence reveal of the shifting nature of consumer-brand relationships?

Gen Zers' obsession with the Y2K era is sparking a second-hand clothes boom. Young people are embracing ‘nowstalgia’, which is to feel nostalgic simultaneously for both everything and nothing. In other words, they’re increasingly adopting unattached and YOLO mindsets, fuelling the deadstock surge.

As anxieties around COVID-19 have segued into a deeper and more consistent malaise, a longing for simpler times has caused some people to reshape everyday behaviours around comforting goods and long-established rituals. How is this sense of nostalgia impacting beauty and wellness habits?