Hudson’s Bay is Bringing Again the ’90s With The Nostalgia Undertaking
Photograph courtesy of Hudson’s Bay
Time to fish out your Juicy tracksuit and Lipsmackers, people.
Ah the ’90s. A time of boy bands, oversized scrunchies and Lip Smackers – truly a time to be alive. And now, you can bring that Backstreet Boys-level energy into 2020 thanks to Hudson’s Bay newest installation, The Nostalgia Project.
Popping up in the Bay’s Toronto, Montreal and Vancouver stores, The Nostalgia Project features a curated edit of the decades most-wanted items, including Fila tennis skirts, baby doll dresses, jelly shoes as well as the aforementioned hair accessories and chapsticks. Plus, television and movie faves like Jurassic Park, Care Bears and Hello Kitty will be reimagined for modern day via a collaboration with Italian streetwear brand GCDS. According to Tyler Franch, the fashion director at Hudson’s Bay, the curated collection “brings brands together that allow style seekers to reminisce while still offering them fresh up-and-coming designers that modernize the aesthetic.” There’s also no shortage of script necklaces or slogan pieces on offer. That said, our favourite piece has to be the Von Dutch trucker caps that instantly sent us back the second we laid eyes on them.
Additionally, the pop-ups will be home to a collection of clothing and accessories from Capsule 98, the brainchild of former FASHION staffer Randi Bergman. Capsule 98 began on Instagram before becoming a podcast and then a website dedicated to all things ’90s nostalgia. Given her penchant for the decade, Bergman’s collection includes dresses, top, co-ords and accessories “inspired by costumes in iconic films from the decade.” In her edit you’ll find a Paris Hilton-esque silver halter mini, diamanté embellished tees and totes (true ’90s staples) and a printed felt cowboy hat. “It is important for me to bring Capsule 98 to life at an accessible price point so that real women can snap up these little bits of joy without the feeling that they need an endless budget to pull it off,” Bergman said in a release.
Check out some of the pieces on offer at The Nostalgia Project pop-ups and online below:
In-store, customers can also experience beauty tutorials from MAC inspired by the decade, as well as customized jewellery pairings from Foxy and DJs every Saturday afternoon in March.
The Nostalgia Project is scheduled to run until April 2020 but you know the feeling of blasting Hit Me Baby One More Time whilst wearing your yellow acrylic sunglasses and bedazzled crop top will live on well past then.