The 90s revival trend has inspired other brands, from Lipton Ice Tea to Planters, to take cues from the culture in their marketing campaigns and appeal to Gen Z.

While its throwback campaign marks the decade when it was born, Old Navy has also taken a modern approach, which it calls “nowstalgia.” This entails activating on digital channels and finding new partners like The Cut, Ghahraman said. 

The brand also aims to have multigenerational appeal and reconnect with people who grew up shopping with the retailer, she added. 

The 90s continues to inspire brands because it “represents an era that was one of both simplicity and optimism compared to where we are today,” Ghahraman said. “That’s something people are craving. It also had great fashion moments.”