Anemoia is the feeling of nostalgia for a time you never actually lived through. For Gen Z, the early 2000s exist exactly that way, fuzzy with longing for a moment they were too young to remember but can't stop referencing. Confirmed by one quick scroll on TikTok.
This conceptual collection lives inside that feeling.
The concept’s foundation is a charm and bag collection which pulls from the visual language of Y2K at its most maximalist. Bedazzled hardware, tiny silhouettes, and playful excess that came with the emergence of tech.
The Dollzmania keychains are the centerpiece, miniature figures dressed in Miu Miu runway rendered for the first time outside of it’s computing confines, with customization options for the kind of collector who wants something made for them specifically.
The influencer activation is a sleepover camp designed entirely around 2000s nostalgia, the most aesthetic version of every sleepover, mall trip, and AIM away message from that era. Invitations arrive as a mailer where inside, a special edition bedazzled Miu Miu phone can be found. The invitation to camp arrives as a text message to that phone. The phone itself arrives wearing the charms.
The pop-up environment pulls from the same world, a 90s and early 2000s rave aesthetic set in Texas, no smart phones allowed.
CONCEPT, COLLECTION DIRECTION, MERCH DESIGN, EXPERIENTIAL DIRECTION, INFLUENCER CAMPAIGN, MAILER DESIGN