# Monotone Rapper Captures Lupe Fiasco for U.S. Alteration Spring Summer 2012 Lookbook By Katherinev123 | Published 2012-01-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/u-s-alteration-spring-summer-2012 References: [complex](http://www.complex.com/style/2012/01/lupe-fiasco-models-for-us-alterations-springsummer-2012-lookbook) & [usalteration](http://usalteration.com/blog/?p=16305) Chicago emcee and hip hop superstar Lupe Fiasco appears in a campaign for the U.S. Alteration Spring Summer 2012 collection. Lupe Fiasco, who rose to fame in 2006 and is known for creating music that eschews the vulgarity typically found in [hip hop and rap songs](https://www.trendhunter.com/trends/follow-your-ears), is the perfect person to model the [casual streetwear pieces](https://www.trendhunter.com/trends/paper-planes-1) from the U.S. Alteration Spring Summer 2012 collection. The black and white captures for the campaign showcase the rapper sitting by the piano -- looking as if he is trying to compose a new piece -- and simply hanging out. The Los Angeles-based U.S. Alteration brand features simple, casual basics designed by LA-based Barracuda founder Miguel De La Barracuda as well as Candie Weitz. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 52% | Activity: 9% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Ethical Streetwear:** Disruptive innovation opportunity: Develop sustainable and ethical streetwear brands that align with conscious consumer values. - **Clean and Minimalist Aesthetics:** Disruptive innovation opportunity: Create fashion brands that focus on clean and minimalist designs to appeal to consumers seeking simplicity and versatility. - **Hip Hop Influence in Fashion:** Disruptive innovation opportunity: Combine hip hop culture and fashion by incorporating elements of rap, music, and streetwear into mainstream clothing lines. ### Sectors Adopting This - **Sustainable Fashion:** Disruptive innovation opportunity: Establish eco-friendly fashion brands that prioritize sustainability throughout the entire supply chain. - **Minimalist Clothing:** Disruptive innovation opportunity: Launch clothing brands that focus on creating minimalist and versatile garments for the modern, conscious consumer. - **Streetwear Fashion:** Disruptive innovation opportunity: Develop streetwear brands that incorporate the influence of hip hop culture and music, targeting youth and urban demographics. ## Related on Trend Hunter - [Celebrity-Backed Luxury Menswear Campaigns](https://www.trendhunter.com/trends/luxury-menswear-campaign.md) - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Rapper-Honoring Fall Streetwear](https://www.trendhunter.com/trends/tupac-shakur-estate.md) - [Music Culture-Fused Streetwear](https://www.trendhunter.com/trends/paper-planes-1.md) - [Music-Informed Fashion Collections](https://www.trendhunter.com/trends/roc-nation-and-moncler.md) - [Rapper-Collaborative Streetwear Capsules](https://www.trendhunter.com/trends/p-by-gunna-collection.md) - [Footwear-Centric Interactive Campaigns](https://www.trendhunter.com/trends/trailgrip-momint.md) - [Urban Alpine Apparel](https://www.trendhunter.com/trends/bape-by-kazuki-kuraishi.md) - [Graphic Tee Rap Tributes](https://www.trendhunter.com/trends/de-la-soul-x-levis.md)