October 24, 2025

The Retail Renaissance: How Fashion Brands in 2025 are Making a Comeback

The Retail Renaissance ->
The Top Fashion Brands Making a Comeback ->
Key Drivers of Fashion Brand Revivals in 2025 ->

The Retail Renaissance

Fashion is experiencing a retail renaissance — a comeback fuelled by nostalgia, innovation, and cultural connection. After years of digital dominance, consumers are craving something tangible again. Shopping is no longer just about products; it’s about experience. Retail spaces are transforming into destinations — immersive environments where storytelling, community, and creativity collide.

At the same time, heritage brands are making remarkable comebacks, reminding us that legacy and longevity still matter. Labels are reinventing themselves for a new generation, blending classic identity with fresh energy and modern values. Their revival reflects a broader shift toward authenticity and emotional connection — something today’s audiences value deeply.

This resurgence is also driven by the seamless convergence of physical and digital. From influencer-led pop-ups to AR-powered try-ons, brands are blurring the lines between online and offline. The result? A new kind of ‘phygital’ shopping culture where social media buzz, in-store moments, and digital storytelling all feed into one cohesive brand experience.

Ultimately, cultural shifts — from sustainability to inclusivity to creative expression — are pushing fashion forward. Consumers want more than just style; they want meaning.

Fashion brand revivals 2025: what are brands doing, how are they using influencers, and what does this mean for the future of fashion brands? Let’s unpack.

The Top Fashion Brands Making a Comeback

Gap x Katseye

Few comebacks have captured the zeitgeist quite like Gap x Katseye. Once the ultimate symbol of 90s casual cool, Gap’s recent collaboration with HYBE’s global girl group Katseye reintroduced the brand to a new generation.

The ‘Better in Denim’ viral ad blended the nostalgic simplicity of Gap’s classic visual style — crisp denim, clean backgrounds, and carefree energy — with Katseye’s youthful charisma and musical presence. The result was a cultural flashpoint: an effortless fusion of pop culture, fashion, and nostalgia.

By aligning with a globally recognized Gen Z act, Gap didn’t just re-enter the conversation – it became part of a new one, reminding audiences that authenticity and legacy can still trend – plus, who doesn’t love ‘Milkshake’?

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Topshop

Topshop is reclaiming its space in the fashion landscape — both literally and figuratively. After years of existing exclusively online under ASOS ownership, the brand is preparing a triumphant return to brick-and-mortar retail, partnering with Liberty for a flagship store and John Lewis across 32 of their stores for an exclusive 120 piece collection.

This move signals more than nostalgia; it reflects a shift in how consumers want to experience fashion. Physical stores offer a sensory connection that digital can’t replicate – the texture of denim, the fit of a jacket, the energy of a shared space.

To prime and ready a new age of shoppers, the brand hosted its first runway in 7 years showcasing products from its heyday including the ‘Joni Jeans’ and other nods to their era’s trends, with star-studded guests including Cara Delevingne and Adwoa Aboah making a guest appearance on the catwalk. The brand’s return is rooted in emotional equity — the sense of identity that Topshop once gave its shoppers. By combining social-driven discovery with experiential retail, Topshop’s next chapter feels both familiar and fresh.

Abercrombie & Fitch

Abercrombie’s revival has been one of the most strategically executed in recent years. Once synonymous with a very specific early-2000s aesthetic, the brand has shed its exclusionary image in favour of a more inclusive, versatile, and elevated style.

In Spring 2025, Abercrombie launched a global denim campaign fronted by tennis influencer Morgan Riddle. Known for her fashion-forward courtside looks and strong Gen Z following, Riddle brought a lifestyle lens to the campaign — positioning Abercrombie jeans as both aspirational and wearable.

The influencer-led content spanned TikTok styling videos, Instagram Reels, and in-person meet-and-greet events, creating a multi-touchpoint experience that drove both engagement and sales. The result? A brand once considered “past its prime” is now trending on TikTok for all the right reasons.

Burberry

Burberry’s 2025 revival was defined by its Summer campaign, It’s Always Burberry Weather: London in Love — a romantic ode to London’s year-round rain. The short film featured a star-studded British cast including Kate Winslet, Michael Ward, Aimee Lou Wood, Nicholas Hoult, and Richard E. Grant, pairing cinematic storytelling with the brand’s iconic trench coats and umbrellas.

With a social reach of over 50M across Instagram and TikTok, Burberry continues to balance celebrity power — from Adam Driver to Shakira — with a high-volume influencer strategy. Mega creators like Aimee Song sit alongside mid-tier voices such as Tania Sarin and Meeka Hossain, ensuring the brand feels both aspirational and accessible.

By combining prestige moments with diverse influencer content — from Jun Ji-hyun’s editorials to TikTok styling videos — Burberry proves heritage brands can stay culturally relevant by embracing a wide creative ecosystem.

Read our full Burberry breakdown here →

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Calvin Klein

Calvin Klein’s 2025 revival has been driven by smart celebrity alignment — most notably, leveraging South Korean singer and actor Cha Eunwoo. With a massive Gen Z fanbase across Asia, Eunwoo’s clean aesthetic and understated charisma aligned perfectly with Calvin Klein’s modern image. The campaign rolled out across Asia-Pacific with high-impact OOH placements, social-first content, and behind-the-scenes creator collaborations, generating global reach, boosted engagement, and significant earned media value.

Alongside this, Goat Agency partnered with Calvin Klein on a holiday influencer campaign combining Holiday Styling inspiration with Gift Guide messaging. Eight fashion and lifestyle creators produced Instagram Reels, TikTok videos, and Stories, supported by paid media targeting confident shoppers and under-tapped markets like Miami.

The campaign delivered 4.3M+ impressions, 850K engagements, and 6,770 purchases — generating over $729K in revenue and proving the impact of authentic, creator-led storytelling.

See our Calvin Klein case study here →

Calvin Klein Holidays Influencer Campaign Content 1

Calvin klein holiday influencer campaign shop the look

Victoria Secret

Victoria’s Secret’s revival hit a major milestone in 2025 with the reimagined Victoria’s Secret Fashion Show — blending high-fashion spectacle with social-first storytelling. A surprise appearance from Bella Hadid, influencer-led interviews, and a live performance from singer-influencer Madison Beer turned the event into a cultural moment, driving viral buzz across TikTok and Instagram.

Alongside the show, the brand tapped into Gen Z style culture with a pastel-heavy, back-to-school capsule from LoveShackFancy, supported by campus pop-ups and TikTok styling challenges. By pairing headline-making events with targeted influencer activations, Victoria’s Secret is winning over a new generation while reigniting nostalgia for long-time fans.

Read our back-to-school marketing breakdown here →

Key Drivers of Fashion Brand Revivals in 2025

Fashion comebacks don’t happen by accident — they’re the result of carefully orchestrated strategies that blend cultural insight, creative innovation, and the right partnerships. In 2025, the most successful revivals share common themes: tapping into nostalgia, leveraging influencer power, expanding into new markets, and refreshing brand identity under visionary leadership. So, what are the core drivers?

Nostalgia and Discovery

Brands are leaning into the emotional pull of their heritage — but pairing it with new experiences that feel fresh. This blend of old and new creates instant cultural relevance.

Influencer and Celebrity Amplification

Strategic partnerships with creators and celebrities allow brands to tap into highly engaged communities, translating cultural capital into commercial impact.

Global Market Expansion

Revival strategies aren’t limited to one region. Many brands are using influencer marketing to enter or re-enter key international markets, adapting content to local trends.

Rebranding and New Leadership

A shift in creative direction or leadership often sparks a brand’s renaissance, bringing fresh ideas, updated values, and a willingness to experiment.

The 2025 fashion revivals prove that heritage alone isn’t enough — it’s how you reframe it for today’s audience that counts. Successful brands are blending nostalgia with innovation, using influencer and celebrity partnerships to spark cultural relevance, and thinking globally while staying locally authentic. Above all, they’re embracing change through bold creative direction and leadership. For any brand looking to stage a comeback, the formula is clear: connect with culture, tell a fresh story, and meet your audience where they are — both online and in real life.

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