Do the Sheryl Crow lyrics “This ain’t no disco / This ain’t no country club either / This is LA” make you want to hold a beer high up in the air? Do you feel most at home when wearing a cowboy hat on the beach? If the answer to either of these questions is yes, the odds are the latest micro trend on the scene—coastal cowgirl—will deeply resonate with you.
Having grown up along the coast of Texas, coastal cowgirl feels warmly familiar to me. (Finally, a trend that helps me explain at least a little about where I’m from!) It’s time for the Gulf Coast beaches that are less glamorously depicted than their East and West coast siblings to finally shine. So far, most people are extremely down for the coastal cowgirl lifestyle—a cursory look reveals that more than a few cowboy hat craft nights soundtracked by Fleetwood Mac have already occurred in the month since this officially became a thing. Sydney Sweeney has also joined in, recently seen wearing a monochromatic white eyelet set from her Frankies Bikinis collaboration with matching cowboy boots. The hashtag #coastalcowgirl already has over 64 million views on TikTok compared to the 22 million views of its predecessor, #coastalgrandma.
How coastal cowgirl translates to interiors is more nuanced than a cowboy hat and a pair of boots. Various clips on TikTok show Turkish throw pillows, linen duvets, reclaimed wood furniture, and vintage cowboy prints and knickknacks. One such video that I found was by Kyra Smolkin, a creative director living in Los Angeles. “I would say the base of this style is refined furniture made from woods, leathers, and airy fabrics,” she explains. “From there it’s just about layering on your favorite throws, hanging some vintage frames, and showing your personality through knickknacks you collect at your favorite [flea markets] or throughout your travels.”
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Coastal cowgirl is also a gold mine for brands in the business of fashion and home decor, as it blends two easily marketable and idealized lifestyles: the mythical American West with the sunsets and sun-washed linens of a house on the shore. The trend’s fashion can be both minimalist and maximalist, but the interior design version tends to stay more toned down.
This is exemplified in the Pacific Ranch aesthetic harnessed by designer Jenni Kayne. Last year, she renovated a quintessentially Californian ranch in Santa Ynez with a lot of quietly plush textures like bouclé chairs and linen curtains, whitewashed walls, and lighter-hued woods like oak and cedar. (Not to mention her family’s other sprawling LA property that is drenched in neutral tones.) “Whether you’re leaning more coastal or more cowgirl, there’s an inherent timelessness that brings each aesthetic to life—and that’s why they’re able to work together so well,” Jenni says.
Though the fashion side of coastal cowgirl is pretty straightforward in its Western roots, the interior design possibilities go beyond just vintage Americana. “I believe it’s influenced by effortless Californian style and Southern charm, but [it] also pulls from other areas of the world, like Mexico (think woven baskets and patterned Mexican blankets) or even France and Turkey, where many of the beautiful antiqued pots and 100-year-old cutting boards are sourced from,” Kyra says.