Known for their noughties fashion, Hollister, a sub-brand of Abercrombie & Fitch, has upped its game in recent years, with profits having more than tripled in 2023-24 versus the year prior. Through rebranding, capitalising on social media and aligning their product designs with long-term rather than disposable fashion trends, Hollister have affirmed themselves as one of the top 10 most popular fashion stores in the UK for Gen Z. A key part of the rebrand is a shift in visuals, particularly in the clothing, but also reflected in the brand’s stores. Hollister are switching the dimly lit, labyrinthine store layouts which characterised them in the early 2000s to lighter, airy alternatives, tightening their brand image to reflect their beachy, Californian roots and improve customer experience.
Whilst both the women's and men’s clothing have seen successful transformations, it is the women’s section which captivates the most consumers, primarily due to its focus on soft, girly aesthetics and comfortable yet functional styles. Many of these items see pastel tones of pink, blue, yellow and cream to name a few, with intricate details such as lace, pointelle print and florals popular. Trending on social media and in popular culture though artists such as Sabrina Carpenter, Lana Del Rey and Madison Beer, the bow has also been consistently featured in Hollister’s clothing, aligning their pieces with the ideas of femininity and girlhood being revived in fashion and media. The brand’s presence on social media outlets like Instagram and TikTok have been pivotal in marketing these trends to their target audience, Gen Z.
By offering comfortable pieces which resonate with the female gaze, Hollister and other brands on this bandwagon are encouraging women to embrace their individual styles...
Channeling whimsical, soft femininity, Hollister’s rebrand reflects a broader, societal shift in women’s fashion and how media and culture interact with expressions of female identity. Although women have for many years rejected ‘girly’ fashion trends for fear of being ridiculed, instead wanting to look sophisticated, controlled and attractive for the male gaze, the popularised revival of girly fashion as shown in Hollister’s resurgence provides an antidote for those trapped in this inexpressive and restrictive minimalism. By offering comfortable pieces which resonate with the female gaze, Hollister and other brands on this bandwagon are encouraging women to embrace their individual styles and sense of self, rather than trying to ‘fit’ into a societal mould of an ideal woman. Hopefully, this attitude to fashion and identity is not just a trend and continues to grow and evolve through the industry!