Howdy! Who has a pair of cowboy boots in their wardrobe? The trend-shoes have long been part of the daily routine of fashion aficionados. Since Harry Styles’ Love On Tour, almost everyone owns a pair, even if they come in an eclectic mix of 70s flair, feathers, diamonds and bold colours. Western-meets-ABBA-meets-Hannah-Montana if you will.
So can we assume that the pop star has launched a new version of Americana fashion? Well, not exactly. The concept of Americana is not new to fashion – or to pop culture. However, western and country are becoming increasingly popular on social media (especially TikTok). Videos of young women line dancing are making the rounds, and country music is getting a modern twist from young (especially female) performers.
Just recently, videos and compilations of supermodel Bella Hadid got millions of clicks on TikTok. Why? The supermodel was spotted kissing and holding hands with cowboy Adan Banuelos at the Fort Worth Stockyards in Fort Worth, Texas in October 2023. Since then, the cowboy-esque look has become a must-have for her – styling inspiration for many social media users included.
So what has Beyonce got to do with it? In the lead up to the release of her highly anticipated new album, Beyoncé let her clothes do the talking. It started with a custom Louis Vuitton look, complete with Stetson, at the 2024 Grammys. Next, all eyes were on her as she sat front row at the Luar FW24 show in Gaurav Gupta Couture, again topped off with a cowboy hat. With the release of the song ‘Texas Hold-’em’, there was no doubt about her imminent foray into country music.
When ‘Cowboy Carter’ was launched on March 29, 2024, a press release from her company, Parkwood Entertainment stated, “The album redefines and rebuilds what is Country and Americana, and who gets to be included”.
A few months before the Louis Vuitton men’s show, Fausto Puglisi, the current designer at Roberto Cavalli, set the tone with a pre-fall 24 collection that included a cream suit embroidered with desert flowers and a bandana print on other pieces such as a mega puffer and a maxi dress. Cowboy hats accessorised several of the looks. Also: London-based designer Molly Goddard is usually known for creating romantic looks with layers of frothy tulle and ruffled taffeta. However for FW24 she also incorporated a handful of looks with embellished double-faced knit faux-western shirts.
In the realm of Americana fashion, the iconic imagery of cowboy boots, belts and denim has long been synonymous with a particular cultural narrative. But Beyoncé’s bold embrace of the country aesthetic is rewriting the script, challenging preconceptions and expanding the boundaries of western wear. Her influence isn’t just superficial; it’s a catalyst for inclusivity, redefining who can wear these timeless pieces. By infusing her own style into the genre, Beyoncé is dismantling barriers and broadening the consumer base that has historically excluded people of color from the narrative. This shift is causing brands specialising in cowboy boots, belts and denim to approach this newfound spotlight with caution. They are treading carefully, wary of relegating Western wear to a caricature or stereotype, fearful that it will be associated only with coastal grannies or mob wives. However, the allure of Americana fashion hasn’t escaped the radar of fast-fashion giants like Forever 21, who are eager to capitalise on the trend, timing their sales surges with each of Beyoncé’s fashion-forward moves. As Americana evolves, guided by the pioneering spirit of cultural icons like Beyoncé, the fashion landscape is embracing a new frontier – one that’s inclusive, dynamic and undeniably stylish.
So there might be only on thing left to say: Yeehaw!
