- Delia’s, the teen fashion brand that exploded in popularity in the 1990s but then fell of the scene and eventually filed for bankruptcy in 2014, is being relaunched by Dolls Kill.
- Dolls Kill, another teen fashion brand, has bought the rights to the Delia’s name and is rolling out a new collection of clothing inspired by the original Delia’s catalogues from the ’90s.
- The 70-piece collection launches on Friday.
1990s fashion is back in vogue, which means that some of the decade’s most popular brands are having their moment in the spotlight once more.
Calvin Klein, Tommy Hilfiger, and Levi’s have all benefited from a ’90s comeback and have capitalised on the trend by relaunching archive collections. But perhaps more dramatically, some of the best-known brands of that era are being resurrected from the dead.
Delia’s is one of them.
In its heyday, Delia’s was a wildly popular teen fashion brand best known for its catalogue. However, after expanding rapidly and opening stores throughout the ’90s, its growth came to a halt at the turn of the decade, when popular fast-fashion brands such as Forever 21 and H&M started to take market share. Sales slipped, and in 2014, the chain filed for bankruptcy.
Now, Delia’s is being bought back to life by Dolls Kill, another teen brand that operates online and in two stores.
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