Inês Fressynet is a senior behavioral analyst at Canvas8. Following a career in digital and broadcast journalism, she was drawn to cultural insights and strategy. She has carried out numerous qualitative and ethnographic research projects with a global perspective thanks to her fluency in three languages. In her spare time, she can be seen practicing headstands or reading French literature.


People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever. 

Nostalgia Reimagined 

Gen Z (born 1997-2010)

Gen X (born 1967-1981)

Gen Alpha (born 2011-present)

United States

Apparel and department stores

Clothing, footwear, and accessories

Style

Lifestyle

Partnering with renowned vintage collector and designer Sean Wotherspoon, Gap has launched a capsule collection of items found primarily in American thrift stores. By utilizing their archives, brands can capitalize on Gen Z's love of vintage and consolidate brand awareness among younger audiences.