Runway to retail – Coastal Cowgirl

The overwhelming popularity of the tv show ‘Yellowstone,’ set in the
farmlands of Montana, has inspired a renewed interest in cowboys,
their culture and their clothing. It has had a huge impact on various
social media platforms where users have taken the look and made it
their own.
According to Bustle, the ‘coastal cowgirl’ aesthetic began life as a
TikTok trend. It has become so popular that the hashtag
#coastalcowgirl has so far garnered 44.5 million views on the
platform.

Coastal Cowgirl blends together elements of laid back Californian
lifestyle with touches of south-western flare. It’s a look that can be
sweet or sexy, and aside from obvious items like fringed jackets,
western boots, hats and belts, the genre includes ripped shorts and
bustiers in denim, eyelet, crochet and prairie dresses and ruffled
skirts.

Tracing the trend

Ralph Lauren is credited with making cowboy boots and hats
fashionable, having shown them on the runway as early as 1979. It’s a
style that the designer delivers season after season, to this day.
Lauren embraced the coastal cowgirl look again during his SS23 runway
show

The Coachella Effect

The Coachella music festival began in 1999. Over time, its ability to
draw headlining acts, and proximity to main Southern Californian hubs
like Los Angeles, has led to its overwhelming popularity. The desert
location has meant that celebrities, influencers and mainstream
festival-goers have all embraced the ‘coastal cowgirl’ aesthetic, even
before it received the moniker. It’s a ‘street style’ that has even
influenced runway designers the world over.

On the runway 2020 – 2023

Spring/summer 2020

From Natalie De Banco of Bronx & Banco, look 17 included a deep vee
jumpsuit in a scarf print, with a western belt, orange suede boots, a
hat with a high crown and a fringed suede bag. Look 13 (main photo)
consisted of a crochet skirt over a shiny bodysuit accessorized with
turquoise suede boots, a snakeskin western belt and jewelry.

At LaQuan Smith, look 43 included a body-conscious denim tunic with
built-in bustier by Jordache and a black straw Stetson from Eric
Javitts.

Spring/summer 2022

From Nicoletta Spagnoli, the designer of Luisa Spagnoli, look 19 was a
short white eyelet dress under a brown blazer. Accessories included a
straw Stetson, a brown leather belt with a silver and turquoise buckle
with matching cuffs and strappy sandals.

At Kim Shui, look 21 included a cut-out tunic in a chinoiserie print
material, a white stetson and embroidered knee-high western boots.

Fall/Winter 2023

At Philipp Plein’s show, look 10 included a leather bustier and
ruffled mini skirt, a double belt, silver cowboy boots and a sequin
hat.
Look 3 was a two-piece denim suit with a cropped pieced-in jacket and
matching mini; a denim cowboy hat and silver boots.

Spring 2023 retail Items

Straw cowboy hat by Free People

Denim bustier by Zara

Raw Ripped Denim Shorts by Aelfric Eden

Daeja eyelet dress by Veronica Beard

Carrie collared dress by Show me your Mumu

Vintage Gunne Sax calico dress from the Free People virtual flea market

White fringed cowboy boots by Dingo

Metallic silver cowboy boots by Dolce Vita

Western belt by B-Low