The West won fashion in 2024. From vice president Kamala Harris’ boot-cut jeans to Pharrell Williams envisioning French-born Louis Vuitton through an Americana lens to Wrangler and Levi’s teaming up with two leading ladies in the music business—Lainey Wilson and Beyoncé—the Western aesthetic lassoed consumers from all angles this year.
Though Western was trending up before Paris Men’s Fashion Week in January, Susie Draffan, WGSN’s senior denim strategist, said Pharrell Williams’ Fall/Winter 24-25 show for Louis Vuitton Men’s had a huge impact in driving the Western trend and highlighted the necessity of including more inclusive perspectives on the subject.
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“You could see the Western influence play out in collections from Willy Chavarria’s critically lauded F/W 24-25 show to Private Policy’s subversive utility Western wear. Stella McCartney and Acne Studios offered up chaps style jeans, while Ganni and Eytys experimented with raw denim edging as fringing on jackets, in a more subtle nod to the aesthetic,” she said.
Country music’s explosive popularity in and outside of the U.S. added fuel to the fire. “It was the fastest-growing music genre in the U.K. and the third most popular genre of music in Australia in 2022,” she said, adding Lil Nas X, Orville Peck and Kacey Musgraves are driving the trend. “This year even saw the Stagecoach country music festival in Indio, Calif. rival Coachella for buzz and brand activations,” she said.
A first-time sponsor of Stagecoach, Kontoor Brands-owned Wrangler called on festival goers to wear head-to-toe denim on one of the days of the three-day festival.” Wrangler has dug its boots even deeper into the country music scene through its multi-year partnership with Grammy Award-winning country music star Lainey Wilson. In September, the brand launched a women’s and children’s collection designed hand-in-hand with Wilson.
“Like the lyrics of my songs, these clothes tell my story, with a little bit of grit and a little bit of grace,” Wilson said. “I think my fans will instantly recognize my personality woven throughout the collection. It’s such a special way to be connected to the people who bring me joy and strength. And when girls and women step into these Wranglers, I want them to feel powerful, like they can do anything they set their minds to. Wrangler has always been a part of my life’s story, and I want my fans who wear these clothes to find their story within mine.”
While Western cycles in and out of style, the trend hit hard in 2024 with cultural curators behind it. “Celebrities were the key driver of the Western trend, and concerts become a hot topic of dressing this year,” said Kendall Becker, Trendalytics fashion and beauty director. “Cult-followed artists like Taylor Swift and Beyoncé had fans essentially curating ‘costumes’ dedicated to their aesthetic or album when getting dressed for their concerts––and Western-influenced denim was a core piece of the looks for attendees. Specifically, denim shorts and dresses saw the most love here with searches peaking for shorts in June and dresses in September.”
Beyoncé adhered to a strict western dress code following the release of her country album “Cowboy Carter,” amplifying the Western aesthetic and securing its grip on trendsetters. She wore everything from Versace’s cowboy-inspired leather coordinates and Louis Vuitton denim chaps to flare jeans by Paige.
Levi’s received the biggest lift, however. The impact of Beyoncé single “Levii’s Jeans” led to a 19.9 percent increase in visits to Levi’s brick-and-mortar stores, according to Pass_by, an AI-powered geospatial insights company, and to a global campaign featuring the 32-time Grammy Award-winning artist. Called “Reiimagine,” the commercial inspired by the 1985 Levi’s campaign, “Launderette,” features Beyoncé stripped down to her underwear to wash her Levi’s jeans.
Shortly after the album dropped in April, Levi’s chief executive officer Michelle Gass told Wall Street analysts: “We continue to drive brand heat and impactful storytelling by showing up at the center of culture across music, art and design, fashion and sports. We were thrilled and honored to have Beyoncé name a song after us on her newest album. And as an example of our agility, we responded to the speed of culture, not only demonstrating our understanding of engaging social communities in an authentic way, but also generating more than 3 billion impressions and a ton of buzz for the brand that remains today.”
Western also provided brands and consumers respite from the youth-driven Y2K trends that pervaded denim fashion for several years. Brands honed their stories about timeless and durable design and how it connects to their legacies.
In May, 7 For All Mankind teamed with model, horse trainer and equestrian stunt performer Mia Rae for a campaign that highlights its Bootcut jean and Dojo jean—a trouser jean with a wide leg and subtle flare. Rae grew up on a ranch in Arizona and has been around horses her entire life. The campaign was an example of how 7 For All Mankind says it remains “dedicated to our built-in core audience of horse-riding denim-lovers that have been with us since day one.”
Heajun Park, 7 For All Mankind’s global head of design, womenswear, credited Western’s versatile appeal to its popularity. “It can be rugged and sophisticated at the same time, and the fusion of traditional western motifs with contemporary designs are always great source of inspiration for designers, offering something both classic and modern,” she said. “It also speaks to consumers that are looking for unique ways to express themselves by giving them fashion forward items that still feel familiar and classic.”
Brands are banking on Western to stick around. “Western is not a trend. Western is really a way just like activewear, ready-to-wear and outdoor. It’s a choice and I think it’s all about how it makes consumers feel,” said Vivian Rivetti, Wrangler global VP design, earlier this year at Rivet’s event at SXSW. “If you think about the presence of a cowboy or cowgirl, there’s a sense of pride. There’s a sense of competence. The way they stand, the way they tip their hat…it is about exuding confidence. And I don’t think there’s anything more attractive than someone who is confident.”
This article is Rivet’s winter issue. Click here to download the issue.