Category
Art & Design
Oven Aesthetics
Trend cluster
Category
Updated
Americana
The simple Americana aesthetic makes way for modern and inclusive depictions.
3.5
Trend score
Trend
What is the Updated Americana trend?
Updated Americana: The influence of Americana on fashion in North America has long been prevalent, but now the aesthetics associated with this theme are being modernized. These themes paint a more accurate picture of what Americans look like, and are a small, escapist extension of the political and social landscape in America today.
Insight
The consumer insight behind the Updated Americana trend
When it comes to media and mainstream representation, authenticity and accuracy are becoming increasingly important to the average Millennial and Gen Z consumer. These generations are critical of brands and institutions that don't acknowledge different demographics and social issues, and are drawn to those that they align with culturally or morally.
Trend themes
Themes within the Updated Americana trend
Three behaviours holding the trend together01
Modernized Americana Aesthetics
There is an opportunity for brands to incorporate updated American aesthetics into their fashion designs, as Millennial and Gen Z consumers are seeking authenticity and accuracy in media and mainstream representation.
02
Inclusivity and Diversity
The emphasis on showcasing a diverse range of demographics and social issues is becoming increasingly important to consumers, which is reflected in the modernization of Americana-inspired fashion designs.
03
Deconstructed and Sustainable Apparel
The deconstruction of Americana-inspired fashion designs, along with a focus on sustainability, presents an opportunity for brands to incorporate recycled fabrics and new patterning techniques into their designs.
Industry implications
What the Updated Americana trend means for industry
Where the trend changes the playbookFor
Fashion Industry
The fashion industry can incorporate modernized Americana aesthetics into their designs while emphasizing inclusivity and diversity to appeal to Millennial and Gen Z consumers.
For
Sustainable Fashion Industry
The sustainable fashion industry can explore the deconstruction and recycling of fabrics in Americana-inspired designs to present new sustainability opportunities.
For
Athletic and Streetwear Industry
The athletic and streetwear industry can incorporate workwear and athletic influences into Americana-inspired designs to create functional and stylish apparel.
Workshop question
How could your brand adopt positive, authentic aspects of its country's or locality's culture?
Trend signals
Trend signals for Updated Americana
Trend score 3.5 out of 10, from popularity 37%, activity 60%, freshness 9%.
Popularity37%
Activity60%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Updated Americana trend
4 featured examples from Dec 11, 2018 to Jul 23, 2020CategoryFashion
Americana Athletic Streetwear
The Bodega Fall/Winter 2019 Nods to New England Energy
The fashion and apparel industry can develop and create new products that incorporate athletic and workwear styles and regional identity in their designs.
CategoryFashion
Americana-Themed Relaxed Fashion
RATS Unveils Its SS19 Capsule With a Sunny Vintage-Like Lookbook
Disruptive Innovation Opportunity: Integrate augmented reality experiences into retail stores to enhance the shopping experience for customers, allowing them to virtually try on A…
CategoryFashion
Female-Empowering Western Apparel
Converse and MadeMe's Series Boast Western Americana Aesthetics
Embracing the trend of female-empowering Western apparel to create inclusive and empowering fashion lines.
CategoryFashion
Americana-Themed Deconstructed Apparel
The Greg Lauren Summer 2021 Capsule is Bold and Bright
Embrace the opportunity to integrate deconstructed Americana aesthetics into fashion designs, catering to consumers looking for unique and bold styles.
