Edward Crutchley FW 2024 via Hypebae.com

The winds of change are blowing once again in the fashion world, and this time they’re coming from the wild west. The cowboy-inspired aesthetic is regaining popularity once again. Even Pinterest has heralded the return of the western look, ranking it high among its trend predictions for 2024.

Black Cowboy George Fletcher via Thefashionisto.com

This aesthetic originated with the cowboys of the American West in the 1800s. The original 19th century cowboy’s attire is rooted in practicality above all else: leather and denim to withstand the rigorous work and harsh conditions, broad-brimmed hats to protect against an unforgiving sun, and tough, expertly-designed boots for hours of horseback riding.

Clint Eastwood and Marianne Koch in 1964’s A Fistful of Dollars, directed by Sergio Leone. Photo: Jolly Film via Thefashionisto.com

The mid-20th century was crucial in cementing the mythology of the American cowboy via the popularity of western films and TV shows. Characters played by the likes of Clint Eastwood, William Boyd, and John Wayne served as cultural touchstones for the American cowboy aesthetic. Portrayals of cowboys in the media at that time positioned them as symbols of rugged individualism and adventure.

While the western trend’s popularity has been simmering for quite some time, there are a few factors that have possibly contributed to its resurgence.

One of these is Beyoncé’s Renaissance album and concert tour of 2022 and 2023 respectively. Featuring horses and disco ball cowboy hats, the visuals accompanying the tour and album offered a futuristic, high-fashion take on the western aesthetic. Concertgoers were encouraged to dress according to this theme and this further spiked the demand for western-themed attire.

Beyoncé Renaissance World Tour via Principalitystadium.wales

Queen Bey is leaning even further into the trend in 2024, with the announcement of her next album, “Renaissance: Act II,” which will consist of country western music. Also noteworthy is her first public appearance since the album announcement, Beyoncé sported a rhinestone encrusted pantsuit with a cowboy hat, a staple of country western fashion.

Beyoncé at Luar NYFW. Photo by Nina Westervelt/WWD via Getty Images via Nytimes.com

Another element driving western-mania in fashion is the demand for denim. While this can be a bit of a chicken-and-egg dilemma, the popularity of denim in recent years is likely to have sparked renewed interest in cowboy fashion. Denim sits at the very core of the cowboy’s wardrobe, so it’s no surprise that with increased appreciation for denim, there has also been similar fascination with the legendary cowboy of American mythology.

Diesel SS24 Getty Images via Graziamagazine.com

Cowboy-mania has even turned the runways into rodeos. Pharrell’s most recent menswear collection for Louis Vuitton was heavily influenced by cowboy culture, replete with bolo ties, chaps, and Stetson hats.

But how do you get the cowboy-inspired look without it looking like a costume? Easy. Just incorporate just a few western elements into your everyday look. Here are some easy ways to do it:

Embroidery

Embroidered details are sure to add some rustic charm to an otherwise classic silhouette.

Double Denim

Wear denim tops and bottoms together to add drama without going overboard.

Fringe Elements

Fringe is a surefire way to add texture and movement to an outfit.

Get the Boot

The quintessential cowboy boot pairs well with a variety of options and is sure to weave some western flair into any ensemble.

Cowboy boots worn by Dua Lipa. Photo via Instagram / @dualipa via Harpersbazaar.com.au

Bolo’d Over

Swap out a regular necktie for a sleek bolo tie to bring some country-style character to your look.

Bolo Tie Louis Vuitton Mens Fall Winter 2024 via ca.style.yahoo.com

Whether it’s the rugged charm of cowboy boots, the timeless appeal of denim, or the statement-making fringe details, the revival of Western-inspired fashion reflects a cultural nostalgia and a bold nod to the past. We can all use a little Wild West in our wardrobes!

Article by Ren Wilson, Contributor, PhotoBook Magazine
Tearsheets by Nicolas Harris, Graphic Design Intern, PhotoBook Magazine

Saddle Up: The Return of Cowboy Western Style