Alexander Wang just released the first post-rebrand ad campaign, which is all about subversive Americana. From Anna Ewers and Binx Walton starring as a high school cheerleader and football player, to a too-cool pageant girl who pairs her crown and tight curls with a shiny fanny pack, these aren’t the sentimental characters that are the stuff of John Mellencamp or Bruce Springsteen songs.

Wang decided to dig into his personal history for Collection 1, Drop 1, particularly his experiences growing up as a first-generation Chinese American and viewing U.S. pop culture through an immigrant’s lens. The clothing incorporated stereotypical Americana in the form of bandanas, football jerseys, denim, Harley-Davidson-inspired leathers, flannels and patriotic stars and stripes.

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