How retro brands Morgan, Jane Norman and Kookaï are making a vintage comeback


It’s easy to see the allure. A search for ‘Morgan de Toi’ (aka Morgan) on eBay returns 30 results: enough to warrant browsing, but not so much that it’s overwhelming. For £ 17.95 I could buy a black mini that looks a lot like the style I wore on my 16th birthday. It’s like falling into a year 2000 rabbit hole: one search leads to another. For £ 20 there’s a Jane Norman (very Bridgerton-esque) corset dress, and I’m more tempted by a black Maharishi jacket for £ 55.

But should I, a nearly 40-year-old non-celebrity, non-model female with two kids and a job (albeit one in fashion), really try to wear the same things I wore when I was teenage girl? Usually, I’m for a bit of fashion nostalgia, but I don’t think the turn of the millennium was its heyday.

Everything was kitsch and garish and overdone. It was the days of Britney Spears and Justin Timberlake in matching double denim. It was Mariah Carey in her Ungaro butterfly top. It was Alicia Silverstone in Clueless with her yellow tartan suit, flip phone and fluffy pen. It was rhinestone embellishments, candy-colored velvet, and Ugg boots.

But it could also be argued that we need a little light sartorial relief right now. Elsa Schiaparelli said: “In difficult times, fashion is always outrageous. And what could be more difficult than a global pandemic?

Like me, Avigail Collins, a celebrity stylist who has dressed Rihanna, Kim Kardashian and Lorde, remembers the Y2K trend the first time around. Unlike me, she has no hesitation in adopting it in 2021. “It’s such a fun look and especially right now I think people want to have fun with fashion because we’ve all spent way too much. sweaty times, ”she said.

For her, it is an aesthetic imbued with good memories. “I’m in a rush to find key items that I wanted or had when I was a teenager. It’s very nostalgic and exciting to find a piece that you remember being popular the first time around. ‘


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