How Urban Outfitters is riding the ’90s nostalgia wave

In 1996, R&B star Aaliyah became the face of Tommy Jeans. In her TV ads, she wore a red, white and blue bandeau top and baggy jeans that ran an oversized Tommy Hilfiger logo down one leg. The outfit came to define the brand’s massive ‘90s moment: Over the course of the decade, Tommy Hilfiger’s sporty denim collection was worn by Kate Moss on the runway, Snoop Dogg in his music video, and Britney Spears on her first tour.

In the years since, Tommy Hilfiger’s Tommy Jeans division faded out as the brand shifted toward a more mainstream aesthetic. It went from an edgy brand to a “Macy’s brand,” said Jessica Navas, chief planning officer at agency Erwin Penland, selling everything from polo shirts to home goods through the department store and other wholesale partners. Read the rest of this story on Glossy.co.