Rhinestones, cowboy hats and denim have become the unofficial dress code for Beyoncé's UK tour, as the singer's Cowboy Carter album sparks a western fashion craze. Fans queuing outside Tottenham Hotspur Stadium this week showcased the trend, which has seen searches for western-inspired items soar on platforms like Vinted and PrettyLittleThing.
On Vinted, searches for 'western' rose 16% year-on-year in May, with 'rodeo' up 13% and denim searches increasing 8%. PrettyLittleThing reported a 600% surge in searches for cowboy jackets, while demand for cowboy hats and boots jumped 85% and 53% respectively. Levi Strauss & Co saw a 20% rise in US store footfall and share price after the album's release, and John Lewis reported a 263% jump in searches for women's Levi's jeans.
Market analyst Candace Baldassarre of Mintel said the trend highlights pop culture's sway over consumer behaviour, with brands like Levi's responding playfully on social media. However, Dr Elizabeth Kealy-Morris of Manchester Metropolitan University noted the trend also reflects a reclaiming of Black cowboy narratives, historically erased from mainstream culture. 'Beyoncé's stylised cowboy costumes, worn on a stage filled with Black performers, are a direct confrontation with this history,' she said.
Despite the buzz, Kealy-Morris predicted the western trend may not last in the UK due to a lack of deep cultural roots. Tamara Sender Ceron of Mintel added that while musicians influence fashion, peers and social media personalities remain the primary style inspirations for younger consumers.
