Fervent Beyoncé enthusiasts are investing considerable effort in crafting extraordinary wardrobes for the 'Cowboy Carter' concert series.
May 2, 2025 at 3:46 PM CDT
Beyoncé's Cowboy Carter Tour: Embellished Boots, Rhinestone Hats, and a Western Fashion Renaissance
Beyoncé's Cowboy Carter tour officially opened to a style spectacle at SoFi Stadium in Los Angeles this week. The tour, covering five nights, kicked off an almost three-hour concert that left fans like Dillian Frelow, known as Dillian the Celebrity on social media, eager for a taste of Beyoncé's unique flair.
"It was like waking up for Christmas," shared Dillian, donning a custom-made outfit for the occasion. "The designer spent months bedazzling my boots with over 11,000 crystals, and that wasn't even the end of it!"
Dillian showcased a custom grill studded with diamonds, a sparkling belt buckle wrapping around his 10-gallon hat, and a one-piece Western jumpsuit adorned with rhinestones and laced with gold fringe. This was just the beginning; fans flocked to SoFi Stadium dressed to impress, sporting diverse Western wear ensembles resonating with the tour's Americana themes.
For Dillian, attending a Beyoncé show is akin to attending the Met Gala, thus warranting an equally extravagant outfit. "This tour is a must-go. Get your looks ready and don't miss the rodeo!" he exclaimed.
But Cowboy Carter's style influence goes beyond the extravagant. USA Today Network's Beyoncé reporter, Caché McClay, observed concertgoers sporting Western wear, "from cowboy hats to rodeo-ready boots, denim on denim, and various shades of brown and blue."
McClay, who has followed the rise of Western wear in her reporting, states, "since the release of Cowboy Carter in March 2024, we've seen a surge in searches for cowboy core items like cowboy hats and fringe, and that trend is still thriving."
Western wear brands have reaped the benefits, with American boot and apparel brand Tecovas reporting a 24% growth in 2024, surpassing the $250 million revenue mark[1]. Even boutique brands like Maya James, which specializes in luxury cowhide hats, are experiencing a surge in demand. Mercedes Matz, the founder, shared that custom-made hats, generally priced at $285, are flying off the shelves.
Following the release of "Levii's Jeans," a song referencing the well-known American denim brand, Levi's sales were boosted by an additional $1.2 million, according to data analytics firm LaunchMetrics[1].
Meanwhile, upscale brands like Louis Vuitton have hopped on the Cowboy Carter bandwagon-in more ways than one. "I went into Louis Vuitton, and they're selling cowboy hats," said Dillian the Celebrity, "people who've probably never seen a cow wearing a cowboy hat!"
Celebrated cowboy culture-and its deep-rooted African American heritage-has found itself in the mainstream once again, thanks to Beyoncé's dedication to honoring Black country music artists and pioneers like DeFord Bailey, Linda Martell, and Stagecoach Mary[3].
Inclusion and appreciation for Black heritage within the genre have fueled fans and designers to investigate the cultural significance of Western wear, leading them to support Black-owned brands[3]. Beyoncé's Cowboy Carter tour has undoubtedly left an indelible mark on both fashion trends and cultural appreciation within the cowboy aesthetic.
Barry Gordemer edited the radio version of this story.
Copyright 2025 NPR
[1] Mccoy, G. (2024, March 31). Beyoncé’s ‘Cowboy Carter’ Tour Is Already Changing Fashion. The Cut.
[2] Hines, A. (2025, May 5). Beyoncé Rolls Out ‘Cowboy Carter’ Tour Looking Like a Living, Breathing Western Movie. The Cut.
[3] Williams, T. (2024, March 29). Beyoncé's ‘Cowboy Carter’ Celebrates Roots of Country Western Music. TheGrio.
[4] Cates, M. (2025, April 27). How Beyoncé’s ‘Cowboy Carter’ Inspired a Western Fashion Renaissance. Vogue.com.
- The fashion-and-beauty scene is buzzing with the Western Renaissance inspired by Beyoncé's Cowboy Carter tour, as seen in the embellished boots, rhinestone hats, and other cowboy-core items embraced by fans.
- The lifestyle shift towards Western wear, spurred by Beyoncé's Cowboy Carter tour and album, has led to increased demand for branded cowboy hats, boots, and denim, with luxury boutique brands like Maya James and mainstream fashion houses like Louis Vuitton capitalizing on the trend.
