Beyoncé’s latest Western-tinged album Cowboy Carter has caused the usual commotion we’ve come to expect from the musical pwerhouse, however, for this project there’s been additional buzz generated by her satorical choices for the project, most of which are themed on cowboy attire such as denim chaps and cowboy hats and boots.
The 27-song project also includes “Levii’s Jeans,” a song featuring Post Malone that pays ode to the San Francisco-based denim company. Responding to what is presumed to be free publicity, Levi switched up its profile image on Instagram and swapped a red tag featuring the new spelling and in its profile description added “FKA Levi’s” a statement accompanied by a bee emoji.
The album follows closely on the heels of Pharrell Williams‘ sophomore presentation for Louis Vuitton, a collection for fall 2024 themed on cowboy culture filled with denim references. And it wasn’t just Louis Vuitton, multiple labels including DSquared2, Prada, Bode and even Valentino have given nods to cowboy fashion.
As fashion has swung away from very casual, head-to-toe athletic looks and more buttoned up statements, a trend dubbed either quiet luxury or preppy, debate has arisen around whether there’s room for denim to experience some resurgence, especially given the power of Beyoncé and Williams’ influence.
It appears at least for the moment, interest in denim is indeed on the rise. According to U.K.-based denim fabric retailer Dalston Mill Fabrics, Cowboy Carter has spurred a 372% increase in searches for jeans and a notable 105% spike in searches for “denim vests” globally compared with the last five years, according to reporting by Sourcing Journal,
At the same time, Google Trends search revealed a staggering 2,350% increase in queries for Veronica Beard‘s Carly kick flare jeans, a highrise silhouette with a skinny flare, and a 250% surge for Paige’s Genevieve jeans, a high-rise flare, based on searches made between March 29th, when Cowboy Carter was released, and April 1st.
Whether or not the spike in searches will lead do an enduring uptick in demand for denim is less clear. According to stylist Keith Pearson, accessories will likely experience a resurgence, but the benefit for denim is less clear. “Cowboy hats, boots, chaps, hot pants, and leather vests paired with tank tops are on track become trendy summer looks this season for parties and clubs,” explained Pearson.
As for the impact on denim jeans, Pearson added, “While denim will feature more adorned styles with embroidery, crystals, and trompe l’oeil textures, I don’t anticipate a significant resurgence in overall denim purchases. However, for men, we may observe an increase in denim-on-denim looks. Another trend likely to emerge is fringe detailing on tops, skirts like Prada’s spring ’24 collection, as well as on bags, vests, and pants.”
