How Claire’s Left the ‘90s to Reach a New Generation of Youth

With a new campaign, Claire's has dusted off its image as a dusty mall store

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For women who grew up in the 1990s or 2000s, retailer Claire’s may trigger a wave of nostalgia. Once a fixture of suburban shopping malls, the store was a mecca for tween girls: the place for first ear piercings and a treasure trove of glittery scrunchies, butterfly clips and berry-flavored lip gloss. 

As those girls have entered new phases, so too has the brand. After a rocky period in which it filed for bankruptcy in 2018, Claire’s has reinvented itself, branching out from the mall to Parisian boulevards, Walmart and the metaverse.



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