1850s western Americana; modern revival 2023-2024 led by Beyonce's Cowboy Carter

Cowboycore

Western Americana revived for 2024 — cowboy boots, fringe, suede, bolo ties and rhinestone yokes — supercharged by Beyonce's Cowboy Carter.

Palette: tan suede denim blue cream turquoise black rust
Signature garments: cowboy boot fringed suede jacket western shirt bolo tie concho belt denim jacket cowboy hat
Canonical brands: Tecovas Lucchese Stetson Wrangler Levi's Ariat

About

Cowboycore predates 2024 (it gestated through Yellowstone, Lana Del Rey and Pharrell's Louis Vuitton FW24 menswear show) but went mainstream in March 2024 when Beyonce released Cowboy Carter. The album and subsequent tour drove a 212% spike in 'cowboy hat' searches and a 566% spike in 'bolo tie' searches according to Google Trends. The wardrobe runs through cowboy boots (often turquoise- or fringe-detailed), fringed suede jackets, denim-on-denim 'cowboy tuxedos', western yoke shirts with pearl snaps, bolo ties, concho belts and Stetson-shape hats. The aesthetic also reclaims the historical Black-American cowboy lineage that Hollywood erased. Tecovas reported a 55% jump in site traffic year-on-year. Cowboycore is now established as a perennial seasonal cycle.

Not 70s Boho — Cowboycore is specifically western (boots, hats, ranchwear); 70s Boho is broader hippie-romantic (kaftans, peasant blouses, Stevie Nicks shawls).

On platforms

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