Why Cowboys Are Trending Everywhere
Across advertising and popular media, there is a widespread embrace of the American West, with cowboys making a prominent appearance. Emily Keegin, a photo director, noted that the cowboy trend is more prevalent now than ever before.
The current popularity of cowboys may be linked to national politics, with conservatives, including members of the Trump administration, adopting cowboy imagery. This resurgence of the cowboy image reflects how cultural myths are continually recycled and marketed, regardless of their origins.
Cowboy-inspired fashion has been featured in various media outlets, such as Vogue and Beyoncé's tour. TV series like "Yellowstone" and brands like Sweetgreen and Canada Goose have also incorporated cowboy elements in their campaigns.
The fascination with cowboys dates back to the 1880s, popularized by Buffalo Bill Wild West shows and Western films. Singing cowboys and actors like Gene Autry and John Wayne further solidified the connection between cowboys and American patriotism.
Despite its glorification in media and advertising, the cowboy image often overlooks the less glamorous aspects of cowboy culture, such as harsh working conditions and low wages. Photographer Richard Avedon's series on the American West in 1985 portrayed a more realistic and gritty depiction of cowboy life.
The resurgence of cowboy imagery in recent years can be attributed to a cultural conservatism wave, influenced by political figures like Trump and a renewed interest in traditional values. The cowboy symbolizes honesty, hard work, and respect for many, embodying traditional American virtues.
While the cowboy image has been commercialized and mythologized, the true history of cowboys, including Mexican, Native, and Black Americans, is often overlooked. Recent efforts have highlighted the contributions of Black cowboys and their role in stewarding cowboy culture.
The enduring popularity of the cowboy costume, perpetuated by media and politicians, reflects its lasting impact on the American imagination. Despite its commercialization, the cowboy image remains a significant part of American cultural tradition.