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.
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