The tactic mirrors how brands previously revived 80s and 90s aesthetics, but Kelly’s case is unique due to his direct ties to both fashion and pop culture. By aligning with his image, companies like L. L.

Bean and Kohl’s aim to bridge generational gaps, appealing to millennials who grew up with his films and Gen Z discovering his work anew. However, critics argue such campaigns risk overexploiting cultural touchstones. Still, Kelly’s dual identity offers a rare opportunity to merge authenticity with commercial appeal—a strategy likely to influence retail marketing well into 2024.