# All-American Attire Derek Lam's Patriotic Tribute to the US of A By Jacqueline Parrish | Published 2009-09-14 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/all-american-attire References: [coutorture](http://www.coutorture.com/4950178) & [dereklam](http://www.dereklam.com/#/ad_campaign/fallwinter_20092010/) 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](https://www.trendhunter.com/trends/the-lilly-reserve-collection) 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](https://www.trendhunter.com/trends/polo-ralph-lauren-x-new-york-yankees-collection). Brands can either inject Americana into their marketing or new products. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 28% | Activity: 82% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Key Themes Behind This Trend - **Classic Americana:** Opportunity to create products that embrace classic American culture and appeal to nostalgic youth consumers. - **Jfk-era Fashion:** Disruptive innovation opportunity to develop apparel inspired by the fashion of the JFK-era, capturing the interest of youth consumers. - **Counter-culture Movement Apparel:** Opportunity to design and market clothing inspired by the pre-1960s counter-culture movement, catering to the preferences of nostalgic youth consumers. ### Where This Applies - **Fashion and Apparel:** Opportunity for fashion brands to incorporate classic Americana styles and create products that resonate with nostalgic youth consumers. - **Marketing and Advertising:** Disruptive innovation opportunity for marketing and advertising agencies to help brands infuse Americana into their messaging and target the nostalgia-seeking youth consumer market. - **Retail and E-commerce:** Opportunity for retailers and e-commerce platforms to curate and promote collections showcasing classic American culture, appealing to the preferences of nostalgic youth consumers. ## Related on Trend Hunter - [Americana-Inspired Spring Fashion](https://www.trendhunter.com/trends/origin-stories-americana.md) - [Whimsical Spring Apparel](https://www.trendhunter.com/trends/Anna-Suis-SpringSummer-2025.md) - [Optimistic Fashion Brand Runways](https://www.trendhunter.com/trends/brand-homecoming.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Gingham-Forward Apparel Edits](https://www.trendhunter.com/trends/maison-amorys-gingham-edit.md) - [Reimagined Patchwork Designs](https://www.trendhunter.com/trends/patchwork-americana.md) - [Pattern-Heavy Fashion Capsules](https://www.trendhunter.com/trends/needles-new-collection.md) - [Politically-Inspired Runway Collections](https://www.trendhunter.com/trends/selkies-the-libertine-collection.md) - [Dreamy Apparel Collections](https://www.trendhunter.com/trends/frankies-bikinis-keepsakes-collection.md)