# Ambivalent Americana Shoots 'This is Not America' in Spring/Summer Issue of 125 Magazine By Tiana Reid | Published 2010-06-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/this-is-not-america References: [homotography.blogspot](http://homotography.blogspot.com/2010/06/barrie-hullegie-sabrina-bongiovanni-125.html) & [125magazine](http://www.125magazine.com/) 'This is Not America' takes typical American emblems and puts a spin on them. Featured in the Spring/Summer 2010 'America' issue of 125 magazine, the editorial is a pessimistic take on the state of U.S. culture, contrary to the 'hope' graffiti showcased on a bathroom mirror in one of the photos. The beautiful 'This is Not America' photo shoot was shot by both Sabrina Bongiovanni and Barrie Hullegie. Stylist Thomas Vermeer recreates [typical American garb](https://www.trendhunter.com/trends/acidic-americana) like [denim](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson), baseball caps, leopard print and knee-high socks. America will never be the same again. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 90% | Activity: 35% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## 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 - **Pessimistic Americana:** Disruptive innovation opportunity: Reimagining American cultural symbols through a pessimistic lens. - **Recreating American Garb:** Disruptive innovation opportunity: Redesigning and reinventing traditional American clothing and accessories. - **Subversive Editorials:** Disruptive innovation opportunity: Challenging conventional narratives and perspectives through editorial photography and storytelling. ### Sectors Adopting This - **Fashion:** Disruptive innovation opportunity: Introducing alternative fashion styles and reinterpretations of American fashion trends. - **Media and Publishing:** Disruptive innovation opportunity: Creating subversive and thought-provoking editorial content that sparks conversations and challenges societal norms. - **Photography and Art:** Disruptive innovation opportunity: Exploring unconventional and boundary-pushing approaches to photography and art, especially in the context of American culture. ## Related on Trend Hunter - [Freedom-Theme Streetwear](https://www.trendhunter.com/trends/libertas.md) - [Reimagined Patchwork Designs](https://www.trendhunter.com/trends/patchwork-americana.md) - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Airbrushed Americana Capsule](https://www.trendhunter.com/trends/acidic-americana.md) - [Vintage Campus Fashion](https://www.trendhunter.com/trends/hollywood-breakfast-club.md) - [British Youth-Culture Photography Books](https://www.trendhunter.com/trends/home-and-away.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Americana Furniture Debut Capsules](https://www.trendhunter.com/trends/archivism.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md)