Legacy Brands Reinventing for new Gen Z audiences

Legacy brands often face the challenge of staying relevant as cultural trends and technology evolve—but some are mastering the art of reinvention. On TikTok, a platform dominated by Gen Z, even established names like Gucci, Dunkin’, and LEGO are finding fresh ways to engage younger audiences without losing their core identity. From user-generated runway challenges to influencer collaborations and empowering creative campaigns, these brands show that blending creativity with strategic insight can turn tradition into trend.