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So far, the strategy has paid off. According to LVMH’s Q1 2025 earnings report, the Murakami reissue was cited as a “tremendous success”. Interest extended beyond the new launch — searches for both vintage and new versions of the Murakami collection surged, with Ebay reporting a 290 per cent global increase and a 170 per cent per cent jump in the UK. But therein lies a growing challenge: many consumers don’t wait for re-releases — they head straight to resale platforms in search of the originals. “When an iconic fashion item is reissued on the runway, it creates immediate demand,” says Noelle Sciacca, director of fashion and strategic partnerships resale platform The RealReal. “Instead of waiting an entire season for new production, fans often rush to find the original version on resale platforms.”Officials Do Not Throw My Past In My Face I Was There I Know What Did Shirt
This effect is measurable. After Dior’s runway featured the return of the J’Adore Dior tee in March, searches for Dior shirts jumped 180 per cent in just one week on The RealReal. Likewise, when the Alexander McQueen skull scarf reappeared in recent collections, demand for the accessory surged by 127 per cent on the platform. Sciacca also notes that Chloé, under Kamali’s creative direction, has seen a surge of renewed interest — particularly in its early 2000s It-bag, the Paddington. Searches for the Paddington have increased sixfold in the past year, and up 54 per cent the week following the Fall 2025 show. “Reissues serve as gateway pieces. For Gen Z, especially those discovering luxury for the first time, a reissued item offers credibility, nostalgia, and a chance to participate in a cultural moment without the effort or price tag of sourcing originals,” says Thomas Walters, Europe CEO and co-founder of influencer marketing agency Billion Dollar Boy. “But Gen Z are also value-driven, sustainability-conscious consumers. They view secondhand as a badge of authenticity, not compromise. The fact that platforms like Depop and Vinted are thriving in parallel with reissues is no coincidence.”
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