A millennial woman's mixed emotions while revisiting a Hollister store in Cologne, Germany, have resonated with viewers on TikTok.
Once a symbol of teen coolness in the 2000s and 2010s, known for its dark, club-like atmosphere, overwhelming scent and friendly staff, Hollister now presents a well-lit and spacious retail experience that starkly contrasts with its past allure. The TikTok post, shared by Alina Sophie Garbers on December 2 under the handle @thealinasophie, has garnered more than 1.4 million views to date.
Viewers were able to see Garbers wandering through the brightly lit Hollister store. An overlaid text on the video read: "Going to Hollister as a millennial is such a strange experience: where is the music? Why is it so bright? Where are the half-naked boys greeting me? Why can't I take a picture with anyone? Where is the smell?"
Garbers, 31, who grew up in Cologne, represents many millennials who recall the early 2000s as a time of unique and iconic retail experiences.
"As a typical millennial, I experienced the early 2000s as a teenager—the best and worst of both worlds, you can say," Garbers told Newsweek.
Spurred by curiosity, she decided to step inside a Hollister store for the first time in years.
"I was surprised by how much the store and its entire corporate identity had changed," she added.
The spontaneous TikTok video has struck a chord with many viewers on the platform who weighed in on how the brand styled its stores in the past.
"Former Hollister employee," one viewer said. "The fact we had to walk around every 15 [minutes] spraying the entire store."
"I remember going with my mum and being so embarrassed because she kept taking the clothes to the shop window so she could see them properly," another said.
One added: "Yes, Abercrombie and Hollister store aesthetics are so bad now. They lost everything good about them. They just looked like American eagle inside now."
"Where's the hut porch as the entrance," another said.
"Honestly, I never expected it to go viral," Garbers said. "Many millennials still remember the 'iconic' Hollister stores: the dim lighting, the overwhelming scent of perfume, and the fact that, even in Germany, the staff only spoke English.
"But I am delighted to see that the video resonated with so many people and it is heartwarming to witness how social media can evoke nostalgic feelings for others."
Newsweek reached out to Hollister via email for more information.
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