CultureEveryone Is Still Saying "Yeehaw"What's going on: The horse girl aesthetic has come a long way from being a punchline. It appears that cowboy couture has reached a new level of obsession in America. The trend first took off during the pandemic (Yellowstone binge party, anyone?), but hit full gallop in 2024. Helping steer the reins: Beyoncé’s Cowboy Carter tour, high fashion runway shows, and — most recently, Vogue’s cover featuring Kendall Jenner and Gigi Hadid riding horses on a Wyoming ranch. Meanwhile, Boot Barn says its shares have jumped 440% over the past five years, and Tecovas opened its first NYC store in September. One fashion photographer told CNN that the cowboy aesthetic is “more pervasive than I think I’ve ever seen a trope in recent history.” What it means: This isn’t America’s first rodeo. The cowboy comeback tends to resurface during times of political and economic uncertainty — with people dusting off their boots after World War II, the Vietnam War, and again in the Clinton years. For some, today’s version ties into a wave of nostalgia fueled by conservative influencers and renewed interest in traditional gender roles. For others, it’s just about fashion. But experts note that the popular aesthetic ignores the history of Mexican, Black, and Native American cowboys who shaped ranch culture. In fact, the word “cowboy” dates back to slavery, when enslaved ranch hands were called “cowboys,” while white workers were labeled “cowhands.” Still, as one expert told Bloomberg, “The more you see things, the more they become neutral symbols.” Related: Is This the Unofficial Official Color of Fall? (Elle) |