From Jennie’s striking ruby red cowgirl ensemble at Coachella 2025 to Bella Hadid’s recent collection with Frankie’s Bikinis, it is evident that the cowboy aesthetic is making a bold comeback. With the rise of adjacent aesthetics like boho-chic, the return of country music and Western-inspired runway moments from fashion powerhouses such as Louis Vuitton, Lemaire, D’squared and Thom Browne, it’s clear that Western style is riding high on a wave of cultural and sartorial momentum. 

The cowboy aesthetic has arguably always been around, becoming the unofficial uniform for concerts of artists like Harry Styles and Taylor Swift, where stadiums transform into seas of western boots and pink cowgirl hats. The dedication to the cowboy aesthetic soared through the roof with the Beyhive – Beyoncé’s loyal army of fans – with sales of cowboy boots surging by as much as 40% in Forever 21 alone in Beyoncé’s touring cities in 2024 following the release of Cowboy Carter. 

Festival fashion in 2025 is taking bold risks: while cowboy boots, fringe and denim continue to dominate, they’re being reimagined with vibrant colours and avant-garde cuts, creating a fresh take on the classic cowboy look. Whether you want to channel your inner cowboy or simply want to rock like Jennie, here’s how to shop the cowboy trend and become the mane attraction.

Buckle Up With These Cowgirl-Approved Accessories

From bold leather belts to cowboy hats and vintage cowboy boot bags by London-based brand Patcha, there are a million ways to ride the cowgirl wave.

Saddle Up In Style

Channel the spirit of the Wild West with earthy tones, fringe details, rugged leather, soft suede and classic denim.