Stop trying to make fetch happen because, well, it already has. When Shein launched their Mean Girls collection in September 2025, the collaboration featured bubblegum-pink miniskirts, bedazzled crop tops, and Burn Book-inspired graphics that had fashion fans scrambling.
The pieces practically flew off the virtual shelves, proving that nostalgia isn’t just a trend; it’s become a full-blown fashion strategy.
But this isn’t just about pink on Wednesdays anymore. The collection was designed for Millennials who grew up quoting every line and Gen Z trendsetters discovering the film for the first time, creating a rare cross-generational fashion moment that brands are racing to replicate.
From Bratz collaborations to Y2K revivals, the early 2000s have clawed their way back into our wardrobes, and we’re buying every piece of it.
The Mean Girls Effect: More Than Just Quotes on T-Shirts
The Shein x Mean Girls drop wasn’t your standard licensing cash grab. Sure, there were the expected graphic tees and low-rise skirts, but the collection went deeper.
The line served up a curated mix of faux-fur trimmed jackets, statement accessories, and pieces worthy of strutting the halls of North Shore High, capturing the actual aesthetic of 2004 rather than just slapping quotes on fabric.
What makes this particularly fascinating is the timing. The 20-year anniversaries of influential pop-culture phenomena such as The O.C., One Tree Hill, and That’s So Raven have reignited interest in Y2K style.
Add in the 2024 Mean Girls musical film adaptation, and you’ve got double exposure: legacy fans and fresh converts creating the perfect storm for a successful collaboration.
TikTok played a massive role in amplifying the buzz. The hashtag #MeanGirlsxSHEIN exploded with unboxing videos, styling tips, and recreations of iconic scenes.
TikTok creators are particularly influential in driving nostalgic trends, and collaborating with creators who authentically embrace retro aesthetics helps brands tap into Gen Z’s nostalgia.
For many Gen Z shoppers buying these pieces, they were literal toddlers when the film premiered, yet they connected with the fashion just as strongly as Millennials who actually queued up at cinemas in 2004.
Why Brands Keep Mining the 2000s for Gold
Shein isn’t alone in raiding the early 2000s vault. Urban Outfitters brought in pieces from brands that collaborated with huge IPs, with Miffy (the Dutch cartoon bunny having a resurgence in popularity thanks to Gen Z) launching a collection with BAGGU.
The nostalgic collaboration game is in full swing, and the numbers back up why brands can’t resist.
According to research, nostalgia marketing works because it offers emotional comfort during uncertain times.
For Millennials, it’s genuine memory. For Gen Z, it’s borrowed nostalgia: romanticising an era they perceive as simpler or cooler through media they’ve consumed online.
The Y2K culture’s ideas of “bold expression” and “living in the moment” naturally align with Gen Z’s aesthetic values, creating common ground across generations.
The “20-year cycle” in fashion isn’t just industry folklore. There’s a saying in popular culture about a 20-year cycle, suggesting that outdated aesthetic trends revive and get reshaped after 20 years.
We’re now at that perfect sweet spot where the early 2000s feel fresh again, especially to a generation discovering it for the first time through Y2K fashion trends on social media.
The TikTok Factor: Where Nostalgia Goes Viral
Let’s be honest: without TikTok, many of these collaborations might have been just another licensing deal that came and went. But the platform transforms products into cultural moments.
The hashtag #Y2K boasts 31.3 billion video views and #Y2KAesthetic has 5.3 billion views, turning what could be niche throwbacks into mainstream must-haves.
The algorithm rewards this content too. In 2024, trends like bag charms and bodysuits gained popularity through TikTok, significantly impacting fashion sales and increasing visibility.
Fashion hauls, transformation videos, and nostalgic content perform exceptionally well when they tap into shared cultural references.
Mean Girls fits perfectly because it’s quotable, visual, and everyone already knows the references.
A 2024 report from HubSpot found that 61% of Gen Z prefers brands that collaborate with relatable creators over celebrities.
This shift has transformed how collaborations succeed. It’s not enough to just drop a collection; brands need creators authentically styling the pieces, showing how they work in real life, and making them feel attainable rather than aspirational.
What Gen Z Actually Wants (And It’s Not What You’d Expect)
You might assume Gen Z gravitates toward these collaborations purely for the Instagram aesthetic.
The reality is more interesting. Gen Z seeks out brands that stand for more than just fashion, looking for brands that are authentic, transparent, and socially responsible.
Nostalgia collaborations deliver context and narrative wrapped in recognisable packaging.
When you buy a piece from a film-inspired collection, you’re buying into the entire world of that film.
You’re signalling that you get the references, that you’re part of the in-crowd.
Gen Z loves to mix nostalgia with current trends, creating bold statements. They’re not just recreating 2004; they’re remixing it with contemporary elements to create something that feels both familiar and fresh.
Price plays a significant part too. Shein’s affordability made the Mean Girls collection accessible to teenagers and twenty-somethings on tight budgets.
While vintage Juicy Couture tracksuits might set you back serious money on resale sites, a Mean Girls-inspired velour set from Shein hit at a fraction of the cost.
It’s nostalgia without the vintage price tag, making affordable Y2K fashion accessible to everyone.
The Sustainability Question Nobody’s Addressing
Of course, we can’t discuss Shein without addressing the uncomfortable truth: sustainability.
The ultra-fast-fashion giant’s planet-warming emissions have nearly tripled in the last three years as its growth far outpaced other major fashion companies.
When they partner with beloved properties like Mean Girls, it creates cognitive dissonance for consumers who want the nostalgia hit but are increasingly aware of ethical implications.
Shein’s average product price is $14, compared with $26 at H&M and $34 at Zara, and the company churns out up to 10,000 new designs per day.
That’s an almost incomprehensible production rate, and it comes at a cost. Greenpeace has called out greenwashing, arguing that brands push so-called sustainable fashion lines while continuing to churn out billions of garments annually.
Fashion activist perspectives highlight how these collaborations can worsen fast fashion’s problems by encouraging impulse purchases based on emotion rather than need.
You’re not buying a quality piece you’ll wear for years. You’re buying a temporary feeling, a moment of nostalgia captured in fabric that might not survive more than a few washes.
Yet the collections keep selling out. Whether that reflects consumer priorities, affordability barriers to sustainable fashion, or simply the sheer power of nostalgia marketing remains hotly debated.
What’s clear is that brands have perfected the formula for making people want things by wrapping them in familiar, comforting packaging from the past.
What’s Next for Nostalgia Fashion?
If current trends indicate anything, we’re nowhere near done with 2000s nostalgia. The Louis Vuitton re-edition announced in late 2024 capitalised on the resurgence of the Y2K era, set to drop in January 2025 as a prime example of effectively capitalising on trends to appeal to Gen Z. Whispers of Gossip Girl, The Devil Wears Prada, and Legally Blonde collections are already circulating.
The formula works too well to abandon.But some fashion forecasters suggest we’re approaching peak nostalgia.
There’s only so many times you can repackage the same era before consumers get bored or, more likely, before the next wave hits.
With the speed of microtrends on social media shortening, it’s unknown what trends may come back next.
The late 2000s might be queuing up for their moment, or we could see an entirely different nostalgic era take centre stage.
For now, though, fetch is absolutely happening. Whether Gretchen Wieners would be proud or horrified remains to be seen.
But somewhere, Regina George is definitely getting a percentage, and brands are learning that the fastest way to our wallets is often through our memories. If you’re looking to recreate the look yourself without breaking the bank, check out our guide to styling 2000s fashion for 2025.
