Western aesthetics have peppered the fashionscape throughout 2024. Call it the Bella Hadid effect or simply London’s desire to spark joy during a difficult climate, but country-chic is proving to be fashion’s most playful trend yet. Hence why cow print is making waves.
The ranch-ready design boasts an eclectic history, evolving from rural roots to a fashionable statement. Traditionally associated with cattle ranching and the American West, the pattern evokes rustic and pastoral imagery, dotted by beautiful hides and leather goods. The print first transitioned into mainstream fashion in the 1960s and 1970s, aligning with the rise of countercultural movements and an affinity for bohemian, unconventional styles.
It appeared sporadically in fashion, yet always retained its quirky, bold, and slightly kitsch appeal. Cow print experienced a significant resurgence in the 1990s during the era of maximalism, embraced by pop culture figures like Naomi Campbell and featured in playful, exaggerated designs. Its black-and-white contrast made it versatile and eye-catching, balancing novelty with bold minimalism.
Two sartorial themes London is widely celebrated for. Today, the print is a statement of farm-girl idiosyncrasy - simultaneously retro and modern, that honours individuality with its whimsical yet earthy vibe. Brands such as Acne Studios, Jimmy Choo and Max & Co.
have toyed with the pastoral print, creating eye-catching pieces for fearless dressers to platform. However, the stri.