Surprising Brands Making A Major Comeback

This article was last updated on April 16, 2022

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J.Crew was always just J.Crew…until that moment when it suddenly became J.Crew, and you were popping by the store and checking its website obsessively for special-feeling, truly spectacular creations. Remember how that happened with Céline, as well? Or Pendleton? 

Not all brands are permanently in the spotlight, and there are more than some that go through phoenix-type cycles of rebranding. Others, too, just keep on doing what they’ve always done and prefer to wait around for trends to loop back. So, from a mall store you shouldn’t pass over anymore to a shoe brand that’s finally getting the high-fashion gloss it’s looking for, here are six labels that are making a welcome comeback.


Lacoste — Tennis whites and polos of every color are still Lacoste’s bread and butter, but the brand has really been revamping its ready-to-wear and accessory offerings. With fashion-forward prints and cuts splashed on traditional sportswear (anoraks, sneakers, and gym bags, to name a few), Lacoste owes a lot of its current appeal to the recent gymwear-as-everyday-wear trend that’s still going strong. 

Photo: Courtesy of Lacoste


Juicy Couture — While you can find a velour sweatpant emblazoned with rhinestones on the butt if you look hard enough, most of the offerings from Juicy Couture are flashy in a tasteful way. That same kind of ostentatious, peacocking sensibility has been transformed from (way-too-) casual wear to sophisticated separates made in classic, can’t-go-wrong shapes. We especially love its wide range of short suits and jewelry. 

Photo: Courtesy of Juicy Couture


Moynat — Created in 1849, Moynat is one of the world’s oldest trunk and leather-goods brands, and we have a feeling that you’ll be hearing the name as frequently as Louis Vuitton or Gucci in years to come. Recently, the heritage brand was acquired by LVMH and has been quietly putting out beautiful products and stunning videos that tell a rich story. The proof is in the pudding: Check out how stunning that oxblood bag on the left is! 

Photo: Courtesy of Moynat


Birkenstock — Now, we know what you’re thinking, but your old science teacher did not commission this article. Practical, ascetic footwear is really having a moment right now, and when both Céline and Giambattista Valli have copied the shape, it might be a good idea to go back to the original. We’re especially into the all-white ‘stocks with a back strap, so much so that three of our editorial staffers bought them within a week of one another. How’s that for an endorsement? 

Photo: Courtesy of Birkenstock


Express — You’ve grown out of cowl-necked “going-out” tops and low-rise work pants…we know. But, so has Express, apparently. The mall brand is still doing its “working woman who likes to hit the clubs” vibe, but Express has swapped out tube dresses and ruched button-ups with modern separates that are way more our speed. While its online presence isn’t quite as sleek as we’re used to, we’re always impressed by the quality of its in-store inventory. 

Photo: Courtesy of Express


Loft — We’re having a sartorial “smelling the roses” moment when it comes to this standby mall brand. When a label that you can find practically anywhere suddenly makes us do double takes — trust, we’re going to pay close attention. And the most recent Ann Taylor Loft collections have reminded us why the brand has had such staying power. With a fresh infusion of color and print in their classic shapes, and lookbooks we’re pinning to our own inspiration boards, Loft reminds us that you only get better with age.

Photo: Courtesy of Loft

Click HERE to read more from Refinery29.

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