# Quirky Retro Fashion Campaigns Eytys' 80s-Style Posters Debut Its New Label — Purple Velvet By Kalin Ned | Published 2018-10-22 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/80sstyle-posters References: [highsnobiety](https://www.highsnobiety.com/p/eytys-launches-purple-velvet-label/#slide-4) & [eytys](https://eytys.com/) Cult favorite label Eytys debuts its venture into streetwear with its imprint Purple Velvet and a collection of [quirky 80s-style posters](https://www.trendhunter.com/trends/asos-inspired-by). The tongue-in-cheek advertising approach truly appeals to the [nostalgia-driven consumer](https://www.trendhunter.com/trends/gap-and-den). The apparel — a collection of [graphic-adorned sweatshirts and tees](https://www.trendhunter.com/trends/candy-drop), is exhibited in suggestive photographs. "A revitalizing and sensual collection that brings ecstasy and increased enjoyment," the slogans point to something other than fashion. Eytys' 80s-style posters depict Purple Velvet not for what it is but as a "fictive beauty brand." The promotional materials point to a lotion rather than the clothing offerings — definitely a fun way to engage the puzzled consumer. For the launch of its new apparel brand, Eytys partnered up with Swedish beauty brand Björk and Berries to actually develop a real body lotion which is available for purchase. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 97% | Activity: 90% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Nostalgia-driven Marketing:** Disruptive innovation opportunity: Explore creative ways to tap into consumers' nostalgia to engage and connect with them on an emotional level. - **Quirky Advertising Approaches:** Disruptive innovation opportunity: Embrace unconventional and tongue-in-cheek advertising techniques to stand out and capture the attention of consumers who are looking for something different. - **Cross-industry Collaborations:** Disruptive innovation opportunity: Collaborate with unexpected partners from different industries to create unique and innovative offerings that blur boundaries and attract a wider audience. ### Industries Being Reshaped - **Fashion:** Disruptive innovation opportunity: Combine fashion with unexpected elements to create disruptive products and experiences that resonate with consumers. - **Beauty:** Disruptive innovation opportunity: Explore new ways to integrate beauty products into fashion campaigns to create a holistic brand experience and generate additional revenue streams. - **Marketing and Advertising:** Disruptive innovation opportunity: Experiment with unconventional advertising approaches that challenge traditional norms and capture the attention of consumers in new and unexpected ways. ## Related on Trend Hunter - [Neighborhood-Inspired Campaigns](https://www.trendhunter.com/trends/kotn-fw-2024-collection.md) - [Swedish Streetwear Campaigns](https://www.trendhunter.com/trends/festive-2024-campaign.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Confident Fashion Rebranding Campaigns](https://www.trendhunter.com/trends/people-will-talk.md) - [Brand Refresh Preview Events](https://www.trendhunter.com/trends/cheap-monday-event.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md)