The Western Reboot: Cowboy Core Is Everywhere (And Why We’re Loving It)
Let’s get one thing straight: the western trend isn’t fading. It’s not a fleeting TikTok obsession or a Halloween costume vibe (TBH! I only really know IG, I am not a TT girl). Cowboy core is everywhere: boots, fringe, bolo ties, and textured layers are showing up in fashion, beauty, and lifestyle; and honestly, I’m not mad about it.
Cowboy core is grit, confidence, and authenticity that’s equal parts edge and personality. And yes, it works for city streets just as well as desert sunsets; gosh I love sunsets no matter the location.
Why I Am Obsessed
Western isn’t just denim and fringe. It’s energy. It’s independent, unapologetic, and wild (basically me). The people embracing this aesthetic aren’t trying to play dress-up; they’re signaling self-assuredness in a world obsessed with polish.
It’s the perfect trend for brands I love to work with. It’s visual, it’s textural, and it tells a story without needing a single word. When done right, it feels effortless and editorial. Boots that punctuate a look, scarves tied just so, leather textures that demand attention. And if this was a candle scent, I’d buy that too.
Cowboy Core Beyond Fashion
This trend isn’t just being done in the fashion industry, beauty and wellness brands are embracing the vibe too: desert-inspired visuals, sun-soaked palettes, rugged minimalism that’s raw and real. Think terracotta, natural textures, and imagery that feels lived-in. The western aesthetic has evolved into a cultural mood, one that resonates because it’s tactile, grounded, and authentic.
For me, as a PR strategist and creative, that’s pure gold. It’s a story that can be told across many mediums. Cowboy core doesn’t just look cool; it feels cool. A few of my favorites using this aesthetic right now are: BiomeCult by Jenn Mills, Cowboy Colostrum by Jessy Shenfeld and Stephanie Stoikos, Ballerina Farm by Hannah and Daniel Neeleman. (Side note: I love to add all three of these products into 1 smoothie, just saying, my kitchen in the morning is basically your local Erewhon market, only we are in Elkhart Lake, Wisconsin. Population: 967)
The Wilderkind Take
At Wilderkind, it’s a one woman show and as one client put it, I am an obsessive advocate for the brands I work with and believe in. I don’t work with everyone, I work with the people who get it, who get the culture. Work with intention, are just starting out, hard effing workers. Cowboy core is a perfect example of the kind of aesthetic I love to help brands lean into: bold but grounded, edgy but approachable, editorial but real…hard effing workers :)
So yes, I am loving it and I am getting my Old Gringos out and adding a pair of Tecova’s to the cart and actually confirming the purchase. And if you’re thinking about trying it, you can get some amazing inspo from our favorite magazines like Vogue, ELLE, Harper’s Bazaar, InStyle, you get the point…Just do you!!!