Girlguiding Brings Back Its Iconic 90s Collection

In 2025, Girlguiding set out to reconnect with adults who were Brownies or Guides in the 1990s - older millennials with an emotional attachment to an organisation that counts 1 in 3 women in the UK as members, but may not know about our refreshed, modern programme. The campaign focused on recreating the iconic 1990s Brownies and Guides uniform as a fun, nostalgic adult range. Objectives included generating income, increasing brand visibility, prompting volunteer enquiries, supporting young member recruitment and celebrating Girlguiding’s heritage for current members.

An archive audit revealed no digital assets, meaning the 1990s designs had to be fully reconstructed. Delivery of the campaign involved close collaboration between marketing, multimedia and social teams, designers, buyers and archivists. Together we balanced authenticity with contemporary relevance, ensuring the campaign felt true to our roots while remaining fresh and engaging.

The campaign delivered exceptional commercial and engagement results. Total orders reached £78,775, making it Girlguiding’s highest performing casualwear launch, with the weekly sales forecast achieved within 24 hours. Paid activity generated £22,000 revenue from £1,000 spend (2,100% ROI). Organic social content achieved 1.5 million impressions and 74,000 engagements, amplified by influential voices including Sheerluxe, Ashley James and Candice Carty-Williams. The campaign coincided with uplift across other live marketing campaigns: in May, volunteer enquiries rose by 66% (vs. May 2024), interest from young members grew by 15% (vs. May 2024) and 2,000 people subscribed for shop updates.

Overall, the campaign demonstrated that insight-driven nostalgia marketing can deliver income and support.