# Tragic Americana Lookbooks Burma's New Lookbook Tells a Deadly Cinematic Story By Mary Van Puymbroeck | Published 2017-06-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/americana-lookbook References: [highsnobiety](http://www.highsnobiety.com/2017/06/13/burma-ss17/#slide-2) & [burmamfg](http://www.burmamfg.com/products) In a deadly Americana lookbook, streetwear brand Burma tells a story of runaway love gone wrong. The story begins with two young lovers on a [classic Americana runaway roadtrip](https://www.trendhunter.com/trends/well-worn). The imagery is cinematic, heavy and works as a story-telling device. The story follows the pair as they set off on their journey, hide out and eventually find tragedy. The ability of this marketing device to vividly tell a story using only photographs makes this a highly compelling work of art. Photographed by Patrick Driscoll and directed by Jordan Hartigan, the lookbook is titled 'Through Hell and Back' and features new pieces from Burma's Spring/Summer 2017 collection. This deadly Americana lookbook successfully grabs the attention of Millennial and Gen Z audiences who could be drawn to the Bonnie & Clyde-inspired storyline and [cinematic imagery](https://www.trendhunter.com/trends/alessandro-micheles). This lookbook works as an example of new and compelling ways marketers are capturing the attention of these groups who have become jaded by traditional advertising techniques. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 65% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### What Makes This Trend Stand Out - **Cinematic Lookbooks:** Storytelling through visually compelling and narrative-driven photo campaigns that humanize brands. - **Americana Aesthetic:** Brands creating a romanticized and tragic sense of nostalgia through their fashion and marketing campaigns. - **Anti-traditional Advertising:** Using unconventional marketing techniques to reach younger, jaded audiences. ### Sectors Adopting This - **Fashion:** Brands creating highly visual and emotive campaigns to increase engagement with younger audiences. - **Film and Television:** Exploring the potential of fashion marketing to tell stories and weave narratives that appeal to audiences. - **Advertising and Marketing:** Taking risks with unconventional campaigns that humanize brands and capture the attention of younger, jaded audiences. ## Related on Trend Hunter - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Golden-Age Hollywood-Inspired Menswear](https://www.trendhunter.com/trends/vintage-styles.md) - [Interactive Fashion Horror Games](https://www.trendhunter.com/trends/the-room-by-gentle-monster.md) - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Heritage Brand Boot Ads](https://www.trendhunter.com/trends/well-worn.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Poeticized Luxury Fashion Campaigns](https://www.trendhunter.com/trends/salute-the-detail.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md)