Derek Lam's Patriotic Tribute to the US of A

By: Jacqueline Parrish - Published: Sep 14, 2009   Updated: Aug 30 2011 • References: dereklam and coutorture
A step away from his usual aversion to all-out color, Derek Lam's Spring 2010 RTW collection was a hue-studded tribute to the all-American gal.

The all-American attire was a conglomerate of spring looks, beach-wear separates and hot-pants galore.

Floral prints and brightly hued tanks, tops, dresses and skirts with cuts and shapes reminiscent of the decades past gave the line a feel of an updated version of 1940s all-American attire.

Implications - Now that China has been labelled the next great world power, youth consumers are nostalgic for classic American culture. JFK-era fashion and pre-1960s counter-culture movement apparel is specifically very appealing. Companies can attract and form a more meaningful relationship with these consumers by creating products that scream classic Americana. Brands can either inject Americana into their marketing or new products.