# Faux Retro Hipster The American Apparel Spring 2010 Look Book Goes Back in Time By Bianca | Published 2010-01-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/american-apparel-spring-2010-look-book References: [nitrolicious](http://www.nitrolicious.com/blog/2010/01/04/american-apparel-spring-2010-look-book/) & [americanapparel](http://www.americanapparel.com/) The American Apparel Spring 2010 look book has just been unveiled and -- no surprise here -- it's filled with imagery that pushes the envelope. Defying the trends being seen in [campaigns of many other fashion designers](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam), American Apparel opted for unphotoshopped, models of different sizes and colors wearing little or no makeup. The gallery above includes a few looks from the American Apparel [Spring 2010 collection](https://www.trendhunter.com/trends/reformation-spring-2025) which seem to take inspiration from different [fashions of eras gone by](https://www.trendhunter.com/trends/gap-and-den). ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 98% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Unphotoshopped Models:** Disruptive innovation opportunity: Create a marketing campaign that celebrates diverse body types and minimizes the use of photo editing software. - **Natural Makeup:** Disruptive innovation opportunity: Develop a line of cosmetics that promotes a more natural and minimalistic approach to makeup. - **Retro Fashion:** Disruptive innovation opportunity: Design a clothing line that draws inspiration from vintage styles and incorporates modern elements. ### Sectors Adopting This - **Fashion:** Disruptive innovation opportunity: Introduce inclusive and body-positive fashion lines that break away from traditional beauty standards. - **Cosmetics:** Disruptive innovation opportunity: Create a brand that emphasizes natural beauty and develops makeup products with healthier ingredients. - **Photography:** Disruptive innovation opportunity: Offer photography services that focus on capturing unedited and authentic images of subjects. ## Related on Trend Hunter - [Whimsical Spring Apparel](https://www.trendhunter.com/trends/Anna-Suis-SpringSummer-2025.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Spring Technical Apparel](https://www.trendhunter.com/trends/acoldwall-5.md) - [Vintage Campus Fashion](https://www.trendhunter.com/trends/hollywood-breakfast-club.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Luxurious Spring-Ready Streetwear](https://www.trendhunter.com/trends/ambush-5.md) - [Scrapbook-Inspired Fall Fashion](https://www.trendhunter.com/trends/creative-class-uniform.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md)