How To Invest In Western For 2024

As Beyoncé enters her TEXAS HOLD ‘EM era, a new wave of interest emerges for the Western aesthetic. Coinciding with Bella Hadid's cowgirl comeback, a country album confirmed by Lana Del Ray, and Pharrell's Louis Vuitton FW24 Rodeo-inspired show, the trend is set to take off in 2024. Find out what's new and how to invest for this season and next.

  • Consider prairie skirts, denim shirts, and western belts for retailers seeking SS24 OTB options. Denim shirt arrivals are already +119% YoY. For men, short-sleeved checks are bubbling up, with woven checks +27% vs. 2023.
  • When considering communications, choose the right persona for your customer. Pick from our selection, including Coquette Cowgirl and Mr. Rodeo Drive.
  • Jeans remain the commercial backbone of Western looks. When planning for fall, take note of shifts in shape investment, noting wide fits in womenswear are +83% YoY, and baggy makes up the highest amount of majority sell outs in menswear at 26%.
  • From the Fall 2024 runway, floral knits emerged as a new anchor piece for the trend, but commercial favorites, such as chocolate brown hues, suede and check shirts, returned. Louis Vuitton and Molly Goddard were the major shows to showcase classic Western themes.

Short-Term Strategies

1. Womenswear OTB SS24 Opportunities

Long cotton skirts are set to be a major trend for SS24, with options already +64% vs. 2023. Both tiered and gathered waistbands have been spotted among newness, noting checks see investment at Urban Outfitters and UNIQLO, whose C: collaboration preview included a matching crop top set that’s due to land in April.

Denim shirts are reemerging for SS24, with arrivals up 119% YoY. While oversized fits dominated bestsellers, take note of H&M’s fitted shirt with oversized cuffs this season, which saw a majority sell out within six days of landing.

Western-style belts, in particular studded designs, are seeing good performance this season and are a welcomed commercial accessory trend that act as an alternative to the cowboy hat.

Prairie Skirts +64%

Remnants Gingham Tiered Maxi Skirt
Urban Renewal at Urban Outfitters (US)

Denim Shirts +119%

Fitted Denim Shirt
Denim blue_002
H&M at H&M (US)

Western Belts +17%

Zara at Zara (UK)

2. Menswear OTB SS24 Opportunities

Despite check shirts being down on the year, with arrivals -16% YoY, within this, poplin options have grown by 27% while flannels are back 64% vs. 2023 arrivals. Styles to remember for any OTB include small grid checks and ginghams on short-sleeve shapes, spotted at UNIQLO and Zara.

Denim jackets have seen new options jump 23% YoY, with a noticeable uptick in zipped designs, feeding into the Americana workwear aesthetic. Similarly, carpenter bottoms, which were spotted at the Louis Vuitton Fall 2024 show, have seen big investment from Abercrombie & Fitch, whose options are +116% vs. 2023.

Woven Checks +27%

Checked Half-Sleeve Overshirt
Uniqlo at Uniqlo (US)

Denim Jackets +23%

Denim Zip Trucker Jacket
Abercrombie & Fitch at Abercrombie & Fitch (US)

Worker Bottoms +41%

Zara at Zara (UK)

3. Choose the Right Persona for your Customer when Promoting in SS24

Coquette Cowgirl

  • Muse: Lana Del Ray.
  • Inspiration: the outdoors, countryside, girlhood.
  • Key Items: prairie skirts/dresses, bows & ribbons, gingham.

Rodeo Drive

  • Muse: Beyoncé.
  • Inspiration: street style, luxury influence.
  • Key items: leather, denim, suede, cowboy boots, belts and hats.

Mr. Americana

  • Muse: Pharrell.
  • Inspiration: Louis Vuitton Fall 2024 runway show, classic Americana.
  • Key items: carpenter jeans, denim, cowboy hats, neckties, workwear.

Ranch Girl

  • Muse: Bella Hadid.
  • Inspiration: Horse Girl, Texas, All-American.
  • Key items: check shirts, western belts, indigo denim, corset tops.

Festival Cowgirl

  • Muse: Kim Kardashian.
  • Inspiration: festivals, Superbowl, fancy dress, going-out attire.
  • Key items: cowboy hats & boots, flared jeans, co-ord tops, metallics.

Mr. Rodeo Drive

  • Muse: Bad Bunny.
  • Inspiration: similar to Rodeo Drive, street-style take on the cowboy.
  • Key items: piping, denim, studs, tonal shirts, leather, animal prints.

Long-Term Strategies

1. Take Note of Womenswear Denim Shapes

As one of the key pillars of the trend, jeans remain the commercial go-to to help build out looks; however, when planning for FW24, note how retailers have invested in fit at the beginning of 2024. While straight leg remained the top invested area, their YoY intake remained fairly level alongside bootcut and flared. The most significant investment switches were noted in looser fits, with wide and baggy up 83% and 75%, respectively. In contrast, slim, mom and skinny shapes all contracted vs. 2023.

Womenswear Jean Arrivals YoYNew In Dec 1 – Feb 20, 2024 vs. 2023 *Hover over chart for additional data

Recent Sell Outs

Zara at Zara (UK)
Petite Lower-Rise Wide-Leg Jean In Regina Wash
Regina wash
J.Crew at J.Crew (US)
Wide Ultra High Jeans
Light denim blue_034
H&M at H&M (US)

2. Be Aware of the Best-Selling Menswear Denim Shapes

In menswear, slim remained the top invested jeans shape at the beginning of 2024, but options have contracted, albeit slightly. Skinny continued to downtrend, with arrivals back 34% YoY. Retailers have moved cash away from these areas and upped investment in straight fits, growing 65%. Interestingly tracking bestsellers so far in 2024, baggy shapes saw the highest mentions at 26% of majority sell outs. While we expect quantities to be lower for this more directional style, it does show that customers are responding to looser-fitting denim.

Menswear Jean Arrivals YoYNew In Dec 1 – Feb 20, 2024 vs. 2023 *Hover over chart for additional data

Best-Selling Shape: Baggy

Zara at Zara (UK)

3. Runway Fall 2024 Direction – The Newcomer: Floral Knits

Emerging as a new trend for Fall 2024, Grandpa-inspired floral designs were applied to knitted jumpers and cardigans, most notably at Molly Goddard, which utilized classic Western styling, including piping and placements florals. Investment in menswear will cater to both Western and Grandpa Dressing themes.

Molly Goddard Fall 2024
Louis Vuitton Fall 2024

Molly Goddard was the poster brand for classic Western styling, with its rose-embroidered shirts, denim and polka dot dresses earmarked as the season’s directional buys. Besides this, the aesthetic has been built on subtle nods to the trend, with chocolate brown a key color, suede on jackets and accessories, plus corsets – noting a denim jacket with a built-in corset at Ulla Johnson.

Chocolate Browns

Ulla Johnson Fall 2024


Anna Sui Fall 2024


Sergio Hudson Fall 2024

Checks had a revival and work as a commercial investment that can double up into many trends (Grunge, Western, Countrysidecore). Look for inspiration from Loewe’s cotton, two-color checks, or classic red flannel buffalos at Louis Vuitton. Piping was used on Western shirts, but was also added to tracksuits at Kiko Kostadinov, giving the trend a sportier, smarter feel. Accessories, such as tie clasps, chunky belts and cowboy hats, were bolstered by their appearance at the Louis Vuitton Fall 2024 show.


Loewe Fall 2024


Kiko Kostadinov Fall 2024

Western Accessories

Louis Vuitton Fall 2024

Book a demo to discover more about how EDITED can help you and your business.


Date analysis
Products new in Dec 1 – Feb 20, 2024 vs. 2023

US & UK retailers considered
Womenswear & Menswear: Abercrombie & Fitch, Aritzia, ASOS, Bershka, Boden, Fat Face, Forever 21, Free People, H&M, J.Crew, Mango, Motel, NA-KD, Pull&Bear, Reserved, River Island, Sosander, UNIQLO, Urban Outfitters, Whistles, Zara