The Carter Effect.
How Beyoncé and Pharrell are Setting the Bar for Vintage Western Fashion Revival in the Modern Era
While Parisians were transported to the American West by Pharrell Williams through his cowboy-themed Louis Vuitton collection in January 2024, he unveiled the "LVirginia" collection, blending American Western flair with Louis Vuitton's craftsmanship. This marks a pivotal moment in fashion, combining a vintage Western aesthetic with avant-garde elements.
"LVirginia" pays tribute to the American cowboy with embellished denim and fringed leather chaps. Leather pieces echo classic saddle designs, while plaid patterns mix with Louis Vuitton's Damier motif. Turquoise accents and Native American-inspired motifs showcase Louis Vuitton's artisanal excellence.
Collaborations with Timberland introduce high fashion meets workwear, featuring genuine gold details. Pharrell redefines the cowboy image, emphasizing elegance and extravagance. The collection draws inspiration from American icons, infusing a flamboyant country rock style.
Accessories like the iconic Speedy bag receive colourful updates, while the Steamer bag expands into new sizes. Collaborating with Native American artists brings cultural richness to accessories and stage designs. "LVirginia" is a bold fusion of the American West and high fashion, setting a trend that embraces heritage and innovation in the fashion world.
Also in 2024, Beyoncé’s album COWBOY CARTER has captivated the music industry and spurred a significant revival in Western fashion. The album’s influence is multifaceted, affecting consumer behaviour, sales, and cultural zeitgeist.
The release of “COWBOY CARTER” marked a turning point for denim sales. Levi Strauss & Co. witnessed a 20% increase in store footfall across the US, with a corresponding rise in their share price. In the UK, searches for “women’s Levi’s jeans” skyrocketed by 263% following the album’s announcement.
Beyoncé’s adoption of the Western aesthetic has shifted the trend from a niche interest to a mainstream phenomenon. Elements such as cowboy hats, fringe, and rodeo accents have become staples in fashion collections, from luxury brands to fast-fashion retailers. Denim, fringe, and embellishments are now enjoying a significant moment in the spotlight. The album’s impact extends globally, with search spikes for ‘flared jeans’ by 372% and ‘denim vests’ by 105%. These numbers reflect a shift in consumer preferences, directly influenced by the album’s Western themes.
While the CEO of Boot Barn may not acknowledge the direct impact of Beyoncé’s album, the cultural influence is undeniable. Beyoncé continues to be a trendsetter, in music and fashion, steering the industry with her innovative style.
In looking back to the Noughties, where we get back to our vintage roots, the French girls did it equally as well – a vintage Catherine Malandrino blouse, Isabel Marant, and even early 00s Chloe were perfectly poised for Western influences then and for self-reference right about now. I had an inkling about this in my first blog post nearly a year ago. Not always am I one to question why, I went with it. Where does the foresight come from? A question for another post, surely.
I did reference a #truecowboy hat after exploring a bit. A Vintage Smithbilt hat, especially custom-made, is worth the price and it’ll last a lifetime.
Ultimately, again and again, the cycle of circularity goes on. And how timely in a moment when vintage is trending – not only as a conscious effort to buy less and shop sustainably – but aesthetically. It’s cool to top your head with a cowboy hat, some cowboy boots, a fur something, a fringe piece and let’s bounce! Here are some to polish up your #OOTD without going too far…just enough to get your “it girl” on (or back), it’s rodeo time.
There are at least 2 ways it can be done: I call it #cowgirlmama – which is more of a prairie look. Think billowing statement sleeves, tiered skirts with ruching, a little fringe, ornate lace and embroidery. Inspiration: Evan Rachel Wood or Thandiwe Newton in Westworld (keep all the tech).
And #truecowboy – think spurs, bolo ties, linen, lots of suede, scalloped edges, and tooled leather accents, just in time for a proper Calgary Stampede, 2024, July 4th-14th.
And you’re done. None of it is necessarily authentic; it’s just playtime. When in doubt, err on the side of sparsity, over excess. In the easiest case, acknowledge the trend by accessorizing your look. It’s fashion math in the world of circularity.
Hope this helps.
–TheStyleMinr
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