In the ever evolving landscape of fashion, trends come and go with the seasons. However, one style that seems to perennially capture the imagination of designers and consumers alike is the quintessentially American “Cowboy Core
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A closer look at the history of this enduring trend suggests that it is not so much undergoing a resurgence, rather there exists a lasting commitment to a timeless and charming aesthetic. The roots of Cowboy Core can be traced back to the rugged, utilitarian garb of the American West. These functional ensembles were designed for the rigours of frontier life and have become a fashion statement that continues to inspire. Legendary artists which include Dolly Parton, have played a pivotal role in keeping the cowboy spirit alive, seamlessly blending traditional elements with contemporary flair, from sequined Stetsons to rhinestone-encrusted guitars.
Throughout the decades, brands such as Ralph Lauren have consistently drawn inspiration from the cowboy look, particularly in the 1980s and 1990s. Their collections often feature classic Western motifs, such as fringe, denim and leather, reimagined for the modern wardrobe. The influence of cowboy aesthetics extends beyond the runway onto our cinema screens. In “Thelma and Louise” (1991), the protagonists’ adventurous spirit is mirrored in their Western-inspired attire and Brad Pitt’s cowboy-inspired look in the film further solidified the trend’s appeal.
Hollywood has played a significant role in popularising Cowboy Core. Tom Selleck and Harrison Ford, for example, have graced the cover of American Cowboy, a magazine dedicated to celebrating the cowboy lifestyle and its impact on American culture. This publication serves as a testament to the enduring allure of the cowboy image, transcending the boundaries of fashion to become a symbol of rugged individualism and adventure.
The cowboy look has made its mark in fashion history, with even the fashion bible Vogue tipping its Stetson towards this enduring style. From editorials to runway shows, the cowboy aesthetic continues to be reinterpreted, proving its versatility and timeless appeal.
Today, Cowboy Core is alive and well, with the collective country obsession reaching fever pitch in 2024. This resurgence is partly credited to today’s biggest music icons, who are embracing and reinventing the cowboy aesthetic. Beyonce has just released her much anticipated Cowboy Carter album, her eighth studio album and a homage to her Houston roots. The album boasts 27 tracks and features collaborations with some of country music’s most iconic figures, including Willie Nelson, Miley Cyrus, and Dolly Parton. The album includes a cover of Parton’s 1973 classic, “Jolene,” among its highlights; as fashion takes its lead from culture, Cowboy Core is as much about celebrating designers and fashion houses at the heart of the trend for many years, as seeing designers lean into ‘the moment’.
The album’s success and the Western-themed social media posts from celebrities all signal a renewed interest in this iconic style.
Brands with deep roots in cowboy culture, such as Lucchese, established in 1883, are experiencing a revival.
Lucchese, a brand synonymous with quality craftsmanship and authentic Western style, has long-established roots in the cowboy core aesthetic. Founded by Italian immigrant Salvatore Lucchese and his brothers, the company initially catered to military officers stationed at Fort Sam Houston in San Antonio, Texas. Salvatore’s dedication to using quality components and innovative craftsmanship laid the foundation for the brand’s reputation. Over the years, Lucchese has maintained its commitment to excellence, incorporating the latest manufacturing technology and techniques to enhance boot production. The brand’s deep connection to Texas history and culture was officially recognized in 2009 by the State of Texas Legislature. Today, Lucchese’s boots are a symbol of the American West, embodying the spirit of the cowboy with their timeless design and enduring quality. The brand’s commitment to maintaining the artisanal traditions that define its heritage ensures that each pair of Lucchese boots is a testament to meticulous attention to detail and craftsmanship. This dedication to quality has made Lucchese a favourite among celebrities and discerning customers alike, who appreciate the unparalleled comfort and style that the boots offer.
Their standalone brand stores, particularly in heartland territories like Austin, Texas, offer an immersive experience that stays true to the brand’s heritage.
Gladys Tamez, a Texas-born milliner with a rich heritage in Northern Mexico, has made a significant impact on the Western Revival with her unique approach to hat-making. Drawing inspiration from her upbringing among the corridas and traditions of Mexico, Tamez’s designs are a blend of art, sculpture, and historical fashion. Her journey in millinery began with a desire to create hats that offered both styling finesse and quality, leading to the establishment of Gladys Tamez Millinery. Tamez’s first collection was inspired by a dream of galloping horses through space, showcasing her ability to transform simple inspirations into original and exciting designs. Her commitment to creating a true luxury heritage product is evident in each hat, with the goal of imparting individual confidence through design. Tamez’s hats have garnered a celebrity following, including Lady Gaga and Beyoncé, further solidifying her status as a key figure in the Western Revival movement. Her commitment to sustainability and ethical production practices sets her apart in the industry, as she sources materials responsibly and ensures that each hat is crafted with precision and care.
In this latest resurgence of Western style in fashion, the work of Gladys Tamez is being celebrated as a standout. Beyoncé, often referred to as Queen Bey, is gracing the cover of W magazine wearing a cream Stetson from Tamez’s collection. This prominent endorsement underscores the fact that brands like Tamez’s have not only earned their place in the legacy of Western fashion but continue to shape its future.
Whilst Cowboy Core may seem to be galloping back into the forefront of fashion, it is clear that this trend has never really faded away. Its enduring popularity lies in its authenticity, a quality that continues to resonate with both designers and consumers. Whether through music, film, or fashion, the cowboy aesthetic remains a symbol of freedom, individuality, and timeless charm.
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