Apr 10, 2022

Nostalgia never truly goes out of style, but there is much to unpack in the latest collection from Mayfair Group, an ad agency turned viral Instagram brand that describes itself as "your internet hype team." The company's most recognizable product is a sweatshirt that says "Empathy," which it sells alongside clothing emblazoned with sayings like "It costs zero dollars to be a nice person" and "Just be fucking kind." A recent Instagram post announced their latest line, a play on the logo-laden celebrity culture of the early 2000s. The "Boundaries are hot!" collection is, of course, a take on Paris Hilton's once-omnipresent catchphrase "That's hot!" and her proclivity for Von Dutch hats. The white "Mayfair" scrawl is a reference to Ed Hardy's hold on celebrity fashion of the era. And "Dump 'Em & Love Yourself" is a play on Britney Spears' paparazzied "Dump Him" tee. But the real head scratcher is the three-piece Tumblr line : a $68 "I No self-respecting Tumblr girl would ever wear one of these pieces. Like ever. The line is a pretty transparent attempt to cash in on Gen Z's current revival of early '00s style and tech. But Tumblr apparently collaborated with Mayfair on this collection, which means that they, in a way, endorse the idea of Tumblr as a relic of the early aughts. That goes against the company's recent insistence that the brand is still very much alive, especially amongst Gen Z users. Then again, if Gen Z can find Tumblr as cool to revisit as wired headphones , maybe the platform will find itself on the precipice of a second coming. Tumblr recently dropped its own line of limited-edition merch to celebrate its 15-year anniversary . It reflects the cool, quirky vibrance of the artists that keep the platform alive. The two lines are compelling evidence that the platform is as confused as ever about its position in the zeitgeist. Does Tumblr want to be seen as a flourishing eden for artistic expression or as a has-been seeking to be revived?