A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

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How the girly cartoon aesthetic has become profitable for fashion brands

Going from cartoon to couture has never been this easy

How the girly cartoon aesthetic has become profitable for fashion brands Going from cartoon to couture has never been this easy

Gentle Monster, renowned for its impressive marketing prowess, strikes again at the start of the year. In its latest campaign, the South Korean eyewear brand features young Japanese actress Sena Nakajima, wielding a scepter adorned with pearls and crystals reminiscent of the iconic aesthetic of Sailor Moon, a cult 90s anime. This nostalgia-packed accessory quickly went viral, sparking unboxing videos from influencers eager to share their excitement. Recently, it seems that girly cartoons from the 90s and early 2000s are making a strong comeback, with series like The Powerpuff Girls inspiring major collaborations with brands such as Crocs, Casio, and K-pop group NewJeans. But how have these 2D heroines become strategic assets for brands once again?

Brands have long capitalized on the phenomenon of "millennial nostalgia" to drive purchases. Young adults, in constant search of familiar visual and cultural markers, are drawn to products that evoke childhood memories with a contemporary twist. By reactivating elements from their past, millennials affirm their identity while adapting to current values and trends. Brands have understood that nostalgia, combined with the "girl power" embodied by characters like Sakura from *Cardcaptor Sakura* or the Powerpuff Girls, resonates strongly with today's focus on women’s empowerment, feminism, and equality. These cartoon protagonists are often young women—imperfect yet strong—who fight against "evil" to save the world. "Badass" to say the least. Wearing, for example, Sailor Moon x Jimmy Choo boots not only evokes a comforting wave of nostalgia but also provides a sense of empowerment. This might explain why these characters remain relevant today, decades later.

There is also great satisfaction for young adults in acquiring nostalgic accessories that bring them joy with their "adult money" in an inflationary context where the middle class is tightening its belt. Additionally, girly cartoons fit into a broader trend celebrating irreverence and maximalist aesthetics, opposing the minimalist codes that previously dominated. Far from simplicity, the visual worlds of 90s anime are often saturated with bold, vibrant colors. This visual abundance appeals to a generation looking to stand out through excess and who find in these references a way to express their personality and tastes while reclaiming an era. For instance, one recalls the vivid and striking color palette of Totally Spies. The heroines of these cartoons, like their worlds, are deliberately exaggerated, reflecting a time that celebrated originality and extravagance. The return of these characters is also a way for young generations to reconnect with bold, quirky aesthetic codes while giving them contemporary meaning.

Beyond the cultural aspect of these collaborations, brands find remarkable profit in them. For instance, the partnership between Crocs and The Powerpuff Girls in 2021 resulted in a significant sales increase, especially among young consumers. While Crocs does not always release specific figures, industry estimates indicate the collaboration drove a 50% increase in online sales during the launch period. The limited-edition models, adorned with charms and colors inspired by the Powerpuff Girls characters, created a social media frenzy that exponentially increased demand. The Sailor Moon x Swarovski collaboration reached a high-end audience. Jewelry inspired by the main character, Usagi Tsukino, proved extremely popular and significantly impacted the brand's sales. According to a 2019 report, items from this collection saw a 30% sales increase in select specialized stores. This success also reinforced Swarovski's presence in pop culture and the young adult market. Girly cartoons from childhood, beyond their innocent appeal, carry cultural and marketing power that brands have keenly tapped into.