Tokyo-based fashion label RATS recently unveils a full look at its Spring/Summer 2019 collection that nods to an Americana theme. The capsule is comprised of versatile designs that can be worn in a variety of ways for the warmer seasons.
The lookbook captures a mid-century essence, boasting a strong vintage aesthetics by highlighting motorcycle culture to evoke a summery feeling. The functional designs appear polished and sleek, to seamlessly come together for a cohesive look catered to all ages. Some of the standout items include the floral printed tops, black leather accessories, white brushed cardigan, and the mechanic dungarees. The color palette leans towards a darker aesthetics this season, with detailed hues of white, khaki, red, and blue as well.
Americana-Themed Relaxed Fashion
RATS Unveils Its SS19 Capsule With a Sunny Vintage-Like Lookbook
Trend Themes
1. Americana-themed Fashion - Disruptive Innovation Opportunity: Explore sustainable and eco-friendly materials to create Americana-themed fashion with a modern twist.
2. Versatile Designs - Disruptive Innovation Opportunity: Incorporate technology-infused fabrics that can change color, pattern, or style to adapt to different occasions and seasons.
3. Vintage Aesthetics - Disruptive Innovation Opportunity: Combine retro-inspired fashion with wearable technology to create innovative and functional vintage-style clothing.
Industry Implications
1. Fashion - Disruptive Innovation Opportunity: Integrate augmented reality experiences into retail stores to enhance the shopping experience for customers, allowing them to virtually try on Americana-themed clothing.
2. Textile - Disruptive Innovation Opportunity: Develop sustainable fabric alternatives using recycled materials to meet the growing demand for eco-friendly fashion.
3. Technology - Disruptive Innovation Opportunity: Create smart accessories and wearable devices that complement the vintage aesthetics of Americana-themed fashion, adding new functionality and style.