Why the Internet’s Love for Nostalgia Is a PR Goldmine

By: Hannah Lashin, Account Supervisor

From the comeback of digital cameras to the rising popularity of creators who dedicate their platforms to the "nostalgia of the 90s and 2000s”, the internet is in full-scale throwback mode. 

In Public Relations, emotion is currency, and nostalgia is one of the most valuable emotional drivers a brand can use. Brands that are leaning into these throwback moments are not winning because of flashy PR tactics, but because nostalgia builds connection, strengthening trust, belonging, and long-term reputation – the core values of effective PR.

The feeling of nostalgia is inherently social; it makes consumers feel part of a collective experience. The emotional resonance is what generates engagement. People naturally participate by commenting, tagging friends, and sharing their own experiences. 

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Hollister

Hollister’s resurgence on social media is a perfect example of how nostalgia can rebuild a brand’s cultural narrative. After realizing mall culture was in decline, Hollister strategically shifted its PR and storytelling efforts towards digital spaces, where Gen Z a

nd Millennials are actively romanticizing Y2K and early 2000s aesthetics. Their efforts brought a brand once dismissed as a “mall-store” back into the cultural conversation. 

By releasing limited-edition throwback collections – such as the latest “Holiday Vault” drop – with key elements from the early 2000s, the brand is reclaiming its identity and reminding audiences why they loved them in the first place. PR placements, creator partnerships, and social storytelling positioned Hollister not as a relic, but as a brand that understands culture and its own legacy. 

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Coach

Coach is another powerful example of using nostalgia and the resurgence of Y2K trends to connect with consumers. Recognizing the popularity of secondhand shopping and vintage bags, Coach introduced the (Re)Loved program. This program revived vintage styles, highlighting timeless designs like the Tabby bag and the signature C-pattern. By doing this, Coach reframed its heritage as a strength, repositioning itself as a brand with history, craft, and emotional value. 

Strategic cultural placements also turn nostalgia into storytelling. In The Devil Wears Prada 2, Anne Hathaway’s character carries a vintage Metropolitan Coach briefcase. Incorporating the brand into a nostalgic film within the fashion industry only strengthens the message the brand seeks to convey.

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Why Nostalgia Works

Nostalgia builds trust through familiarity and shared memories, promotes connection and loyalty through emotional resonance, and fosters earned media through organic storytelling. 

Nostalgia thrives in PR because it is deeply human. It taps into comfort, belonging, and hope. When it feels authentic and culturally aware, nostalgia is not just a trend – it is a timeless strategy that helps brands remind their audience who they are.

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About the Author: Hannah Lashin

Hannah Lashin is a senior from New York majoring in PR and minoring in sociology. She is currently a PRLab account supervisor for the Aaron’s Presents and Tadpole teams. Outside of PRLab, Hannah is a Fashion PR Intern for AZIONE, a fashion and lifestyle agency in NYC. She is passionate about all things fashion and hopes to enter the industry post-grad!