Why everyone is crazy about the country style

Even without a life on the farm or a visit to a Beyoncé concert, country style has been back for a few years now, as if it had never left. Almost every fashion brand has brought back an element of it in the big fashion shows in Paris, with lots of fashion it-pieces that remind us very much of the 1980s.

Yes, you can wear a cowboy hat on the beach in summer without being a member of the Republican Party or without a horse and riding lessons, or buy very cool cowboy boots that go with almost any outfit all year round. Besides Louis Vuitton as a luxury brand, for example, all jeans brands are pushing the trend with massive advertising campaigns. But why has it become so popular again to listen to country music or dream of a life on a ranch in Montana, apart from the influence of the mega successful TV show “Yellowstone” with Kevin Costner?

Country music is turning into pop music, supported by a multi-million dollar marketing campaign and thousands of posts on social media channels. The country look is being pushed by the stars' appearances at concerts and the spread of country hits has been turbocharged by Spotify compared to the past, reaching GenZ and the Millennials in particular.

Country fashion and country music offer a kind of escapism. Most modern country songs are about drinking beer, hanging out with friends and loving a girlfriend or a boyfriend, and it's all sung in a way that's easy to hear and sing along to. After the corona period with the seemingly endless home life and many regulations, there is a great longing for freedom and an uncomplicated life.

The 80s look is still sexy, but the many posts on Instagram and TikTok about the uncomplicated life in the countryside unfortunately, as is so often the case, ignore normal everyday life in the countryside. A fashion trend doesn't have to mean living permanently in a cottage in the countryside, but on the other hand, alongside all the fashion narratives, the experience of helping with the harvest on a farm, for example, will be very formative for everyone.