Beyond a fleeting trend, cowboy style draws on American cultural heritage, recalling the great western films. Photo: AFP
On March 29, Beyonce provided a star-studded boost to the cowgirl aesthetic with her Cowboy Carter album, sparking western fever on social networks and the image-based search platform Pinterest.
Modern cowboy looks have also taken hold of the runways, largely thanks to creative director and musician Pharrell Williams who kickstarted this new wave of western style with his Autumn/Winter 2024 collection for Louis Vuitton.
The Pinterest platform spotted this trend late last year and predicted that it would turn into a genuine phenomenon: searches for terms such as "vintage Americana" and "western gothic" have soared.
While Beyonce's album has hit number one on the Billboard Top 200, her Texas Hold 'Em song is charting in the top 10 song charts in France, Ireland and Germany, highlighting the international craze for this trend.
Read more: The rodeo-inspired fashion trend rides high with Beyonce's new album release
Get ready for a season of denim, cowboy hats and boots.
The ripple effect of fashion shows and celebrity wardrobe choices means that this is indeed a huge trend.
Whether you prefer a subtle western touch with a bolo tie or opt for a head-to-toe outfit, inspired by the Wild West cowboy style is the key to being on point in sartorial circles this season.
But beyond a fleeting trend, cowboy style draws on American cultural heritage, recalling the great western films.
Williams' collection for Louis Vuitton pays homage to the early cowboys by blending Native American influences with modern touches.
Cowboy style, long visible in designer fashion through brands such as Isabel Marant – where its influence continues to be felt in certain pieces, has reached a turning point in 2024.
This year's Autumn/Winter men's fashion weeks shone with bold cuts and references to the Wild West, with American ties, country-themed belt buckles and embroidered snap shirts.
Louis Vuitton also made its mark by reinventing its iconic checkerboard Damier pattern and taking it beyond the boundaries of the classic in denim versions and with fringe, while some bags featured fringing.
Louis Vuitton's Western-inspired pieces have made appearances on celebrities such as Rihanna, who was spotted in a pair of white boots.
Taking social media by storm
Social media platforms such as TikTok and Instagram are currently teeming with looks that proudly embrace the cowgirl aesthetic.
This trend is often accompanied by choreographies set to iconic Wild West music that exceed hundreds of thousands of views, if not millions.
In many of these videos TikTokers share their latest Western clothing and accessories finds unearthed in thrift stores or specialised boutiques. On TikTok, the #western hashtag alone appears in over 1.1 million publications, compared with 100,000 for the #westernstyle hashtag.
Meanwhile, some dance videos, set to the tunes of the tune of Texas Hold 'Em or Austin reach up to 20 to 50 million views.
Read more: Taylor Swift, Aaliyah, Beyonce: Who are the biggest fashion stars in music?
Currently, a more feminine bohemian western style is the reference of the moment: epitomised by a combination of boots, denim jacket, a long dress in dark tones and embellished with a chunky belt buckle.
And don't forget your hat, essential whether you're out in the hot sun or the cozy atmosphere of a bar.
It is also possible to adopt a more traditional style by wearing faded jeans, preferably straight-cut, paired with a plaid shirt. – AFP Relaxnews
