Limited Too is coming back

There are brands that are crystallized in the collective memory of Millennials, names that accompanied them during school trips, first dates, and phone calls to classmates' homes. When these brands reappear decades later, stepping away from the transience of hundreds of collections that impose new trends season after season, the entire generation smiles at a walk down memory lane, where nostalgia replaces trends. In Italy, we have seen the revival of Fiorucci under the leadership of Francesca Murri, who is reinterpreting the brand's cult pieces like the angels created by Italo Lupi in the '70s; in America, Abercrombie & Fitch, after the crisis tied to a narrative extremely focused on beauty and body flaunting, as confirmed by the Economist, is now making a strong comeback thanks to the relaunch of the Sloane Pants, which has boosted the company’s stock by 246%. Former American teenage girls project the same nostalgic feeling onto Limited Too: not just a brand, but a lifestyle, a must for a generation raised around the 2000s who spent their days in the now-forgotten shopping malls. 

Limited Too in pop culture

Plaid shirts layered over basics, pastel-colored hoodies, glittery jeans, striped wrap cardigans straight out of Regina George's wardrobe, denim jackets and skirts in full preppy style, as well as candy-flavored lip gloss and eyeshadow. Not just a must-stop for starting the first day of school, Limited Too represented a haven for Millennials, a meeting point for teenagers who, between a milkshake and the latest hit by Britney Spears, wouldn’t miss out on a spaghetti-strap top with contrasting straps. For those who have never heard of it, Limited Too was born in 1987 as the “little sister” of The Limited Inc. as it catered to young girls: in just over ten years, the number of Limited Too stores grew from two to 288, peaking at 560 stores in 2008. That year, amid a tough time due to the economic crisis, the brand was absorbed by Justice, a cheaper twin chain. In 2015, private equity firm Bluestar Alliance - which has been in the news recently following the acquisition of Off-White - bought the brand. Under the American giant, Limited Too has so far operated on a smaller scale, with pop-ups and direct-to-consumer product launches.

The first comeback

In July 2024, the big comeback: the Instagram profile announces a new beginning, inviting people to rediscover an icon and focusing on the reinterpretation of the brand's archive pieces with a contemporary twist, with a total of about eighty pieces including accessories. With a market vision that foresees regular seasonal launches for the first year, it’s anticipated that the collections will be available in retail outlets and flagship stores. "The goal of the relaunch is to continue to inspire girls, the next generation. It was a pop culture phenomenon, an extraordinary time to shop as kids, walk into our stores, and have a special experience with your family, whether it was to choose a birthday gift for a friend or a dress for a party, or simply to pick a new outfit. It’s about inspiring girls to hold hands, be friends, and celebrate the tween years" says WWD Petra Kennedy, design manager who has followed the brand since its inception. 

The adult collection

In response to increasing demand from longtime fans of the brand, led by Aly Michalka (star of Disney's "Phil of the Future"), Limited Too announced with an Instagram post another new development: the brand's first adult collection, set to release in 2025. "Today the team consists of the original designers and fans of the brand: we want today's generation to feel the same excitement and sense of wonder that we felt in the past", reads the post description. What can we expect? This time, not to identify with the latest trend or runway release, but a comfort zone, at times predictable, where we can return to that sense of familiarity and shared moments. Whether it's plaid skirts, varsity jackets, or cotton t-shirts with the logo, for Millennials, nostalgia is enough.