Yeeeeeehaw! Saddle up and hold on tight, because the year 2024 heralds the comeback of cowboy style! Whether in music, cinema or fashion, all fields are inspired by Western culture. When global icons such as Rihanna and Beyoncé adopt hats and boots, the cowgirl lifestyle emerges from the shadows to become THE must-have trend. Albums, magazine covers, successful series, haute couture fashion shows… The Wild West is everywhere and you won’t be able to escape it.
Cowboy style is in fashion
The first signs first emerged in the fashion world. From pink cowboy hats to cowboy boots, this trend first made a splash online, with a 90% increase in searches for the terms “country outfit” in the past 90 days, according to Pinterest Trend. She then made her way to the podiums of the most prestigious fashion weeks. A notable example? Louis Vuitton’s fall winter 2024-2025 fashion show, directed by Pharrell Williams. The latter revisited the western style with elegance and a touch of color, thus propelling this look into the sphere of haute couture.
Proof in pictures: the latest issue of Vogue China features Rihanna in a shoot that breathes the air of the Wild West, proudly wearing the traditional cowgirl hat. A touch of audacity and style which confirms the growing influence of the cowboy movement on fashion and contemporary culture.
Westerns, from our screens to our homes
Of Yellowstone on Paramount at The English on Prime Video via Django on Canal+, the genre is multiplying. Modernized with touches of science fiction, comedy or even sitcom, cowboy series are making a comeback. The new wave is even taking Netflix by storm, which is launching its own series with American Primevalscheduled for this year, as well as the final season of Yellowstone on Paramount, which will arrive in November 2024.
But that’s not all ! Cinema also inspires the decoration sector. According to Pinterest Trend predictions, searches for western bedding ideas exploded by more than 310%, while country bedroom ideas increased by 125%. And what about “ gothic western », which reinvents western designs with a touch of black? This style is fast becoming the biggest decorating trend, with a 145% increase in searches, according to Pinterest Trend, which analyzes global search data to predict future trends. Already adopted by Ken in the hit film Barbie, Western style is even making its sensational entry into our homes!
The French are going to go country
“Country is coming back in force, especially with the arrival of Beyoncé and her title Texas Hold ‘Em, which has more than 200 million streams on Spotify,” declares Nicolas Du Roy to 20 Minutes, France director of music and editorial for the streaming platform.
France, yet little accustomed to this musical genrestands out by being the 7th country in the world and Paris the 8th city where the title Texas Hold ‘Em was the most listened to. A precursor success of an international trend, highlighted by the increase in streams of certain black American country artists, such as Tanner Adell.
Beyoncé, the first black artist to reach first place on the Billboard Hot Country chart, announces her next album dedicated to the genre for March 29. Since she modernized country with more inclusive codes, far from conservative clichés, this musical genre has experienced renewed interest and attracted a new audience.
Fashion, decoration, music, cinema and television, Wild West fever risks soon taking over France.