In a deadly Americana lookbook, streetwear brand Burma tells a story of runaway love gone wrong.
The story begins with two young lovers on a classic Americana runaway roadtrip. The imagery is cinematic, heavy and works as a story-telling device. The story follows the pair as they set off on their journey, hide out and eventually find tragedy. The ability of this marketing device to vividly tell a story using only photographs makes this a highly compelling work of art. Photographed by Patrick Driscoll and directed by Jordan Hartigan, the lookbook is titled 'Through Hell and Back' and features new pieces from Burma's Spring/Summer 2017 collection.
This deadly Americana lookbook successfully grabs the attention of Millennial and Gen Z audiences who could be drawn to the Bonnie & Clyde-inspired storyline and cinematic imagery. This lookbook works as an example of new and compelling ways marketers are capturing the attention of these groups who have become jaded by traditional advertising techniques.
Tragic Americana Lookbooks
Burma's New Lookbook Tells a Deadly Cinematic Story
Trend Themes
1. Cinematic Lookbooks - Storytelling through visually compelling and narrative-driven photo campaigns that humanize brands.
2. Americana Aesthetic - Brands creating a romanticized and tragic sense of nostalgia through their fashion and marketing campaigns.
3. Anti-traditional Advertising - Using unconventional marketing techniques to reach younger, jaded audiences.
Industry Implications
1. Fashion - Brands creating highly visual and emotive campaigns to increase engagement with younger audiences.
2. Film and Television - Exploring the potential of fashion marketing to tell stories and weave narratives that appeal to audiences.
3. Advertising and Marketing - Taking risks with unconventional campaigns that humanize brands and capture the attention of younger, jaded audiences.