Nostalgia is a dirty liar that insists things were better than they seemed.

But it certainly works for marketing.

And it certainly works for the 30-year fashion cycle.

This year, clothing brand Reformation has revealed Monica Lewinsky as the face of their new campaign.

Fran Drescher - yes, the Fran - starred in fashion brand AMI Paris's SS24 campaign.

Pam Anderson has appeared in multiple campaigns for Proenza Schouler, Smashbox and Artizia. Jenna McCarthy and Carmen Electra modelled for SKIMS.

The American retailer, part of Gap Inc., is throwing it back to its founding year of 1994 with a limited edition drop, and a 90s-themed party at NYFW.

This comes as part of the brand's efforts to reinvigorate and 'reassert [themselves] back into culture,' CMO Behnaz Ghahramani told ADWEEK. Old Navy announced a limited-edition ''94 Reissue Collection' of items from its opening year. This includes items such as baby tees, performance fleece, and tracksuits.

J. Crew is also jumping on the nostalgia train. The brand is reissuing its catalogue and autumnal offering last seen in mailboxes seven years ago. They're also bringing on "90s icon Demi Moore.