Miss Sixty was the trouser brand everyone had to wear in the 1990s, a defining symbol of youthful rebellion, sex appeal, and fearless self-expression. Now, as fashion continues to mine the past for inspiration, the iconic Italian label is making a confident return. Its revival feels perfectly timed, arriving at a moment when nostalgia-driven trends dominate both the runway and social media, and when a new generation of models and creatives are reshaping how heritage brands speak to modern audiences.
Over the past decade, high-waisted jeans, mom fits, vintage Levi’s, and slouchy silhouettes have come in and out of favor, driven by the long-lasting 80s and 90s-inspired normcore wave that first gained momentum around 2011. Fashion houses like Gucci have also flirted with 70s elements on the catwalk, but it is unmistakably the 90s that continue to define today’s fashion landscape. For Generation Z especially, the era represents authenticity, individuality, and a bold attitude that translates seamlessly into contemporary modeling and street style culture.
At its peak in the late 90s, Miss Sixty was an absolute must-have. The brand’s most popular models featured light denim, ultra-tight cuts, and famously low waistlines, often finished with a subtle flare or sling at the hem. Styled “correctly,” these jeans revealed a glimpse of a visible G-string above the waistband—a provocative detail that became synonymous with the era. These designs didn’t just sell denim; they created an image that many model agencies and fashion editors embraced as the ultimate expression of late-90s cool.
For its relaunch, Miss Sixty has turned to one of today’s most recognizable faces: Bella Hadid. Booked through top model agencies, Hadid embodies the modern supermodel while naturally channeling 90s aesthetics in her personal style. Born in 1996, she represents a direct bridge between Miss Sixty’s original heyday and the present moment. Her involvement signals how legacy brands now collaborate with models who bring both global influence and genuine personal connection to the clothes.
Announcing the partnership on Instagram, Bella Hadid shared her excitement about becoming the new face of the brand, noting that she has collected vintage Miss Sixty pieces for years. Her enthusiasm highlights a broader shift in modeling today, where authenticity matters as much as image. With a powerful model agency backing, a renewed design vision, and the cultural momentum of 90s nostalgia, Miss Sixty’s comeback shows how iconic fashion labels can re-enter the spotlight—and potentially stay there.
