The biggest names in fashion and pop culture are choosing to head West this season.
When the world’s most influential fashion houses sent their models down the runway for the Fall/Winter 2024 season, there was a new sheriff in town for inspiration. They collectively turned to the American West and sent out chic, cowboy-inspired looks that everyone—from celebrities to fashionistas—can’t get enough of.
At Louis Vuitton’s Fall/Winter 2024 Men’s Collection show, menswear creative director and music icon Pharrell Williams showcased looks that played off the iconography of American Western styles. From overtly Western pieces like duster-style statement coats decked out in fringe and turquoise accents and a suit bejeweled with cacti and steer heads, to more subdued nods by way of all-denim looks (including a high-fashion ode to chaps) and bolo ties paired with traditional suiting options, the runway was filled with cowboy couture.
Meanwhile, classic American designers have been taking inspiration from the West for years. Ralph Lauren, in particular, has often shown looks that pay subtle, luxe tribute to cowboy style, and his Fall/Winter 2024 Women’s Ready-to-Wear show was no different.
Left: The Yellow Rose by Kendra Scott collection features unique silhouettes, vintage-inspired accents, and eye-catching hues (Photo by Isidore Montag/gorunway.com) Middle: Yellow Rose by Kendra Scott is perfect for ranch living, city exploring, and everything in between (Photo by Isidore Montag/gorunway.com) Right: A look from Louis Vuitton’s Men’s Fall/Winter 2024 collection (Photo courtesy of Louis Vuitton)
While the designer shared that he created the collection for a woman who “believes in quiet sophistication not defined by time or trends,” his refined, minimalist pieces were punctuated by Western signatures. Belts with rodeo-ready buckles brought cowboy sensibility to ladylike dresses, cowboy hats topped off office-appropriate blazer-and-trouser looks, and fringe made surprise appearances throughout the show.
Jeweler Kendra Scott, meanwhile, lassoed a collaboration with an iconic cowboy denim brand. Wrangler x Kendra Scott, launched earlier this year, features pieces inspired by both the American West and by those who have called it home for centuries, including Texas-themed apparel and Native American-inspired jewelry. The designer also called upon country music it-girl Lainey Wilson, the reigning Country Music Association and Academy of Country Music Entertainer of the Year, to pick her favorites from the collection. Wilson wore some of those pieces on the red carpet at the ACM Awards in May, where she took home three awards—tying only with Chris Stapleton.
All of these looks are further proof that the cowboy aesthetic is influenced not only by the past but also by current culture. Country music is more popular than ever, and even famous musicians like Beyoncé, Post Malone, and Lana Del Rey are joining the genre and dressing the part. Beyoncé’s recent “Cowboy Carter” seems to ask who country belongs to, while she also brings cowboy couture to her videos and live performances from that album. Post Malone has made his foray into country music and fashion, showing his commitment through performances at the Country Music Awards and at this year’s Stagecoach Festival. Likewise, Lana Del Rey has a country-inspired album, “Lasso”, releasing this year. Country culture isn’t so genre-specific anymore.
Ralph Lauren fall/holiday 2024 runway (Photo courtesy of Ralph Lauren)
“There has been a resurgence of the American West within mainstream culture as people from around the world are looking for strength, beauty, and inspiration,” says Anouk Krantz, who’s photographed the people who still call the American West home in her stunning black-and-white photography books, including “American Cowboys” and “West: The American Cowboy.”
“Cowboys and cowgirls are people with an authentic, innocent spirit grounded in a common belief that if you work hard and treat other people well, you will live a rich and noble life,” says Krantz.
The photographer elaborates on her view by explaining, “We are all well served to be reminded of the enduring values of the cowboy that continue to represent one of the foundational pillars of this great country.” Designers and celebrities appear to be building on that idea, creating a new spin on what is considered classic and enduring for Western style. And we are all along for the ride.
