Complete Return to the 90’s: ASOS brings Tammy Girl back into fashion

Gen X was there, and it is a fashion story to be told. Gen Y and Gen Z love the era of knee-socks and tracksuits. As ASOS brings Tammy Girl back to fashion, the 90’s revival seems complete.

In 1975, the brand was created for a younger client than Etam. It was only in the 80’s, 90’s that Tammy Girl made a mark in fashionistas’ hearts.

“Tammy Girl” was a pop-culture phenomenon that Claire’s accessories could only dream of. It was Aladdin’s pre-teen cave of glittery one-shoulder tops with slogans, and cargo pants covered in unicorns. It is a place that holds special memories for many who bought their disco clothes there,” says Nick Ede, a popular culture expert and brand expert.

We are now 17 years old and Tammy Girl has returned via ASOS. While some customers might not be able to grasp its cultural significance, others will enjoy the opportunity to relive their childhood while giving a nod back to their past. Ede says that some of the most important pieces in the newly launched collection are still on-trend years after leaving the high streets of every UK town.

A ‘plastic-filled palace of treasures’ was created to allow consumers to recreate the look seen on MTV. Tammy Girl fans could create a look with glittery hair clips and ripped jeans and crop tops, all while keeping within a budget. After being acquired by BHS in 2005, Tammy Girl was no longer the leading brand in teen culture.

Fast forward to a few decades, and the brand is back on ASOS with a 32-piece capsule collection.

The brand will once again be selling crop tops, midi dresses and big buckle belts. There are also branded hoodies available for those who want to show their devotion.

This collaboration is with Daisy Street, a digital fashion brand that launched in 2012 and has gained a reputation online for nostalgic fashion.

Tay Singh, Daisy Street’s managing director, said about the partnership that: “Over 10 years we have worked tirelessly to become one the most recognizable fashion brands for Gen Z and Millennial customers. The relaunch Tammy Girl is an extension to who we are as a brand and our values.

A fashion rewind can be a great way to bring new customers and excitement to a brand. The 90’s may not be the right time to look for inspiration in an age when most consumers want to shop ethically, especially when it comes to sustainability.

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