Country music’s top stylist on the sudden rise of cowboy chic

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Cowboys have never been cooler.

These days, it seems like everyone from Solange Knowles to Post Malone to Cardi B is stepping out onstage or onto a red carpet clad in fringe, Western-style boots, chaps or 10-gallon hats. This phenomenon, dubbed “yeehaw couture” by social media, is also popping up on runways from New York to Paris and on the websites of popular retailers like Asos and Zara.

But as celebrity stylist Krista Roser — whose current and former clients include Florida Georgia Line, Ryan Hurd and Kelsea Ballerini — told Page Six Style, the suddenly everywhere trend isn’t exactly brand new.

“Jack White has been sporting Nudie suits for years, Lady Gaga was country-inspired for her ‘Joanne’ tour looks and even Katy Perry has done Western-inspired looks in the past,” Roser pointed out. “But there’s definitely been an increased presence of ‘yeehaw couture’ recently.”

The stylist cited Moschino’s Jeremy Scott, Calvin Klein’s Raf Simons, DSquared2 and Saint Laurent as specific examples of fashion brands who have all recently offered designs with hallmark cowboy traits.

One possible explanation for this widespread embrace of Western chic? The fact that country music itself is becoming more popular. “I think all the amazing collaborations between country and other genres and their huge success has just showcased how major and how large the country reach really is,” Roser continued.

Florida Georgia Line collaborated with pop star Bebe Rexha on “Meant to Be,” for instance, while Maren Morris teamed up with Grey and Zedd for “In The Middle” — two of the biggest songs of 2018. This year’s Grammys were full of country artists, including Kasey Musgraves, who took home the Album of the Year award. “Country music is at the most global reach that it’s ever been, and that’s hard to miss,” Roser added.

Though the stylist has worked with all types of clients, including actors and actresses, she’s found a niche in the country world. “Country has been so fun because its music is based on storytelling, and I’m able to tell that story through their clothing,” she said.

“It’s such a hard-working, respectable, creative community that loves to collaborate and work with other creatives.” She also has a personal connection to the genre, because she grew up in a small town in Tennessee listening to country music.

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