Cowboycore Is Peaking—Here’s How Latinas Have Been Rocking It (and How You Can Too)
Cowboy-inspired style infiltrated the fashion world in 2024. But if the streets and social media are anything to go by, the trend is not slowing down in 2025.
Although it has been a perennial inspiration for fashion brands and designers, the style is experiencing a renaissance in the mainstream. The world can’t get enough of it, from cowboy boots and fringed jackets to hats and suede bags. And, everybody, from Bella Hadid and Becky G to Beyoncé and Michelle Obama, is on board.
The Cowboy Renaissance
Call it Western fashion, vaquera, Pasión de Gavilanes-core, or whatever you want, but there’s no denying cowboy-infused clothing is everywhere. The trend has steadily grown in popularity in the 2020s with the contribution of global stars and fashion brands. And everybody, from country singers to K-pop stars, has done their part to push cowboy aesthetics to the forefront.
In the last couple of years, however, cowboy style has propelled a cultural movement that traverses the boundaries of fashion. Challenging the traditional depiction of cowboys, artists and brands are shedding light on people of color’s influence in shaping Western aesthetics.
Rewriting History
In 2024, Beyoncé’s highly acclaimed album, Cowboy Carter, reclaimed her Texan heritage and Black people’s influence in country music. It was one of the major pop culture moments embracing Western fashion as a statement to revert whitewashed narratives. Likewise, the French brand Louis Vuitton brought attention to the often overlooked (and erased from history books) Black and Indigenous cowboys. The brand recognized culture originators by inviting the Oklahoma Cowboys and collaborating with the Lakota and Dakota nations.
Elsewhere, Latino brands like Siete Cactus and ASN Hats have spotlighted the Latin American, Texan, and Mexican influences shaping Western style. (After all, as fashion historian Laura Beltrán told Fashionista, “We tend to forget that a big part of this Wild West used to be Latin America.” So, much of the legacy of cowboys and the ranches is “something that also exists in different forms in Latin America.”)
Latin American Style Icons
It isn’t any wonder that several Latino artists and pop culture figures are often associated with the cowboy style. Icons from Mexican music (and all the subgenres under this umbrella) such as Selena, Alicia Villarreal, and Jenni Rivera are often regarded as referents on all things fashion.
Not to mention that depictions of cowboys (and their adjacents) have been favored in Latin American pop culture. Perhaps one of the best examples is the Colombian television hit Pasion de Gavilanes, whose popularity awakened a Western-style fever across the continent.
Denim on denim sets, fringed jackets, suede skirts, statement buckle belts, cowboy boots, large hats, and Tex-Mex-like stage looks populated the screen. The show’s stylish wardrobe inspired millions to dress like the main characters and turned the cast into style icons of a generation. Their mark has surpassed generations. Social media content related to Pasion de Gavilanes continues to make the rounds on the internet even today, 22 years after the show aired.
How to Embrace Cowboycore
Unlike the 2000s, in this day and era, embracing cowboy style is not about dressing in head-to-toe Western staples. (If you feel like it, go ahead by all means.) Today, the trend has thrived on introducing key elements into our wardrobes.
Suede items, for example, are having a moment. Think of fringed jackets, long skirts, bags, and shoes that bring a subtle touch of the cowboy aesthetics into your outfits. The least experimental can take some cues from the boho chic aesthetic to avoid looking overly theatrical. Find inspiration on the runways of brands like Chóe that mixed feminine dresses with fringed bags, boots, or chunky belts. Or, if you’re a Pasión de Gavilanes fan, look at Norma Elizondo, whose closet was full of fringed skirts paired with boho chic tops, classic knitwear, and bootcut jeans.
Accessorize!
Accessories such as hats, boots, and big belts can also bring a Western vibe without fully committing to the cowboy look. Boots are particularly popular during spring and summertime (as well as for music festivals). They come in all forms, from ankle boots with studs to high-knee items in classic suede. You can craft nearly any look without necessarily sticking to the Vaquera image.
For the boldest, denim-on-denim ensembles paired with leather accessories will do the trick. Add a large hat, and you’ll be ready for the hottest days of the year. If you want to channel your inner Rosario Montes (or are attending a music festival), then opt for fringed crop tops, miniskirts, low-rise denim, and your best hat.
If all the above fail, find inspiration on the Coastal Cowgirl aesthetics or the Cowboy Carter outfit inspiration videos on TikTok.
