Summer 2024 trend: Western style

In the summer of 2024, a style such as Western will be popular. Retail analysts at TD Cowen are predicting an increase in denim sales due to increased interest in "wild, wild West" styles. The trend was fueled by Pharrell Williams' rodeo-inspired fall/winter 2024 collection for Louis Vuitton, Beyoncé's new album Cowboy Carter, the Kevin Costner TV series Yellowstone, and an overall interest in the rural lifestyle.

Therefore, if you see hats with curved brims, Cossack boots, checkered shirts or wide belts in the crowd, do not be surprised; the love for American cowboy clothing has reached us. It will be especially convenient and appropriate at various kinds of musical events held in the summer in the fresh air - from country festivals to stadium shows. Take a fringed leather or suede vest as a starting point, for example, and style it with wide-leg jeans or colorful Indian baubles.

Western style gives comfort and confidence. Research shows that customers are now increasingly preferring denim trousers with straight, loose legs or flared legs. And this trend prevails over “narrow” options such as skinny and slim. Moreover, such traditional jeans colors as black and blue are losing the palm in favor of gray and other shades.

Fashion brands - to varying degrees - have already jumped into the trend. The assortment of Coach, Kate Spade, Michael Kors, Ralph Lauren and others includes corresponding designs of shoes and bags. Such a pillar of the “denim” trend as Wrangler announced its sponsorship of the popular US country music festival Stagecoach and the ACM Awards ceremony.

According to TD Cowen, in addition to Wrangler, Levi Strauss, Ralph Lauren, Boot Barn and others will benefit from the rise of the Western. The former has already shown a 14% increase in sales compared to last year. Moreover, as the company assures, it is not individual denim items, such as trousers or jackets/shirts, that are in great demand, but suits - closed overalls, etc. That is, there is a trend for denim total looks. The brand reported that they are now also developing new “denim” silhouettes, in particular, “playing” with corset shapes in blouses.

But analyst John Kernan notes that now it is no longer enough for customers to buy “clean” jeans or faux leather; they are presented with “handmade artisan work that expresses the freedom-loving spirit of the Wild West.” And this desire fits well into the “custom” approach, when, at the buyer’s request, a denim suit or suede vest can be decorated with various decorative elements – tassels, fringe, badges, embroidery, etc.