Agenda-setting intelligence, analysis and advice for the global fashion community.

‘Gilmore Girls’ and the Art of Nostalgia Marketing

With a ‘Gilmore Girls’ collaboration, Bliss continues its strategy to court Millennial and Gen-X shoppers; in a marketplace increasingly saturated by Y2K references, it may take more than a beloved name to win them over.

Tony-award winning Kelly Bishop stars in the campaign for Bliss' "Gilmore Girls" line. (Bliss)

Rachael Griffiths

06 October 2025

BoF PROFESSIONAL

The Tony Award-winning actress Kelly Bishop is not a household name. But for millions, she is a household face, and instantly recognisable as the actress who portrayed Emily Gilmore on seven seasons (plus a reboot) of the Warner Brothers dramedy “Gilmore Girls”.

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About the author

Rachael Griffiths

Rachael Griffiths is a Senior Editorial Associate at The Business of Beauty. She is based between St Helens and London, and covers beauty, wellness and industry news.

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