The Return of the Low Rise

This isn’t just about low-rise jeans. It’s about revenge.

Because Hollister (yes, that Hollister) is back with a full-blown Y2K collection. And while Gen Z is treating it like a novelty, those of us who lived it remember the emotional rollercoaster of shopping there:

• The dim lighting.

• The anxiety-inducing “XS only” wall.

• The scent of cologne so aggressive it could be used as a weapon.

Our culture IS not a joke!

But you know what? The rebrand is kind of brilliant.

They’ve repackaged their old identity into something shiny and ironic. The tone is campy. The pieces are wearable. And the marketing? Nostalgia on steroids.

The best marketers know when to revive an old feeling and when to let it stay in 2007 where it belongs. Hollister’s team is banking on the idea that if they bring the sexy aesthetic back with just enough self-awareness, we’ll all forgive the fact that we once cried in those very dressing rooms.

And honestly? They’re probably right.

Because people don’t buy based on logic. They buy based on feeling.

And Y2K? It feels like your first crush, your first flip phone, and your first attempt at side bangs… all wrapped into one.

You don’t have to throw on a rhinestone belt, but it is worth asking:

What does your audience feel when they land on your page? Are you giving them the vibe... or just the facts?

Because in a world of cold, flat copy - the girl who can sell a feeling wins.

Xo, The Salesgirls