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Esprit by Opening Ceremony Is the Latest Collaboration to Prey on Your '90s Nostalgia

This one really takes us back.
Photo: Matt Jones

Photo: Matt Jones

You've likely noticed by now that several athletic and lifestyle brands of yore — particularly, those that had a heyday in the '80s and '90s — are back in a big way, especially among millennials and Instagram stars. For example, Tommy Hilfiger has tapped the likes of Hailey Baldwin, Sofia Richie, Anwar Hadid and Lucky Blue Smith to star in its retro new ad campaigns; Guess collaborated with ASAP Rocky on a graphic, old-school capsule collection; Fila has popped up on the runway at Gosha Rubchinskiy and in the wardrobes of various Kardashians/Jenners; Reebok found a muse in Gigi Hadid and a younger customer thanks to a range for Urban Outfitters; and finally, Esprit teamed up with prolific collaborators Carol Lim and Humberto Leon of Opening Ceremony on a range that debuted back in September.

On Thursday, the second Esprit by Opening Ceremony offering dropped, and, in keeping with another huge industry trend, the campaign is chock-full of famous offspring. Starring Coco Gordon Moore (daughter of Sonic Youth's Kim Gordon and Thurston Moore) as well as Arsun Sorrenti (son of legendary fashion photographer Mario Sorrenti), the imagery is a wink to Esprit's colorful, popular ads of the past. In addition, the campaign was shot by Matt Jones, whose dad, Terry Jones, not only founded i-D magazine but also worked as an art director for Esprit in the '90s. Once again, fashion proves that history most definitely repeats itself – and sometimes sooner than you might think.

Check out the cute campaign in full below, and you can shop the full collection (which tops out at $250 for womenswear) at Opening Ceremony now. 

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