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.
Derek Lam's Patriotic Tribute to the US of A
Jacqueline Parrish — September 14, 2009 — Fashion
References: dereklam & coutorture