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Hudson's Bay begins Nostalgia Project promotion

Department store chain Hudson's Bay has begun a promotion called “The Nostalgia Project.” It features temporary installations located in participating Hudson's Bay stores that will sell fashion products “recollective of decades past.” The installations will carry products from approximately 60 brands that specialize in the styles of the 1990s. The inventory will also include a collection from Capsule 98 designed exclusively for Hudson's Bay. The products will also be available online at <>. The promotion, which will run through April, also includes social media and online video content.

“The Nostalgia Project brings brands together that allow style seekers to reminisce while still offering them fresh up-and-coming designers that modernize the aesthetic,” said Tyler Franch, fashion director at Hudson's Bay. “Today, we see nods of the ‘too cool for school’ look on the runways globally, and we know there is consumer appetite for the trend.”

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