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Gen X lived through it, to tell the fashion tale. Gen Y and Gen Z are loving the era that celebrated knee-socks, tracksuits and oversized T’s. The 90’s revival now seems complete as Tammy Girl returns to the fashion picture thanks to ASOS.
The brand originally created in 1975 was formed for a younger customer than sister brand, Etam. Yet it was in the 80’s and 90’s when Tammy Girl established a place in many a fashionista’s heart.
“Tammy Girl was a pop culture phenomenon that only Claire’s accessories can only dream of being! It was the pre-teen Aladdin’s cave of fabulous one-shoulder glitter tops with slogans and unicorn-covered cargo pants. It holds a special place in the hearts of many people who used to buy their disco outfits there” explains popular culture and brand expert, Nick Ede
Now we are 17 years on and Tammy Girl is back via ASOS. Although some customers may not understand its cultural relevance, others will revel in the fact they can relive their childhood with a nostalgic nod to their past. Some of the key pieces in the freshly launched collection are somehow bang-on-trend and still making a statement years after they left the high street of every local town in the UK” says Ede.
Indeed a ‘plastic filled palace of treasures’ allowed consumers to emulate the looks made desirable from MTV videos of the day. Tammy Girl fans could complete an outfit with glittery hair clips, ripped denim and crop tops and all on a pocket-money budget. Yet despite being the beating pulse of teen culture, eventually the brand closed all its stores in 2005 after being bought by BHS.
Fast forward a few decades and the brand is back stocked on ASOS with a capsule collection of 32 styles.
Once again the brand is selling crop tops, midi skirts and big buckle belts as well as some branded hoodies for fans wanting to really show their dedication.
The collaboration is with digital fashion brand Daisy Street which launched in 2012, and has built an online reputation for everyday nostalgic fashion.
Managing director of Daisy Street, Tay Singh said of the partnership: “Over the past 10 years we have worked hard to become one of the leading fashion brands for the Gen Z and Millennial customer. Staying true to our values as a brand, the relaunch of Tammy Girl is an extension of who we are.”
Any fashion rewind can bring fun, excitement and potentially new customers to a brand. Yet in a world where most consumers are seeking to shop more ethically, particularly when it come to sustainability, perhaps the 90’s is not the best place to find inspiration.