Vogue’s Recent Cover: A Reflection on Western Style

The recent cover shoot for Vogue featuring Kendall Jenner and Gigi Hadid in Jackson Hole, Wyoming, is undeniably stunning. It captures a picturesque blend of cowboy hats, boots, and sweeping landscapes, embodying what the magazine describes as fashion’s “love with the Great Outdoors.” Yet, it’s striking how little it truly reflects Western American culture outside of Vogue’s vision.

Western aesthetics aren’t a new trend. Conservative women have incorporated these styles into their wardrobes for years, embracing them as both a fun fashion statement and a nod to deeper family and heritage values. Items like prairie dresses, quilted patchwork, classic denim, and cowboy boots have always been a part of life—not just editorial dreams from Manhattan. Unfortunately, those contributions seem overlooked by Vogue.

There’s a well-known example: Vogue has famously neglected to put Melania Trump on its cover, which raises questions about its editorial choices. Many women have felt that same sense of exclusion for a while now.

By the time Vogue designated Tecovas as trendy, my own pair had seen plenty of wear. While mainstream culture was still playing catch-up to the concept of patriotism, Americana had already evolved into something broader and more nuanced. Creators like Isabel Brown, who donned a denim jumpsuit for her book cover, and Brett Cooper, living out her tastes on her farm, are part of a new wave of young conservative women revitalizing this fashion scene. Yet, legacy media seems to be trailing behind.

Meanwhile, conservative creators have started forming their own communities. Brittany Martinez’s Evie magazine featured Hannah Neilman from Ballerina Farm—a mother of seven who balances baking with farm life—on its cover, spotlighting someone real and relatable. Evie has also popularized items like the “perfect sundress” and the “raw milkmaid dress.” In parallel, Jayme Franklin’s The Conservateur showcased bright red western boots years ago, tapping into that Western chic vibe.

The message is becoming clear: if mainstream institutions won’t recognize us, we’ll create our own spaces. And, in many ways, we’re doing it faster and with more flair than ever.

Even the mainstream media, which once largely disregarded conservative voices, is starting to take notice. Publications like The Washington Post featured CJ Pearson, while The New York Post highlighted Raquel de Bono’s “Make America Hot Again” party. These examples show that conservative energy is extending beyond politics, influencing culture and style. What initially seemed like a niche subculture is increasingly being acknowledged by the fashion press that once marginalized it.

This is what makes Vogue’s Jackson Hole cover particularly noteworthy. It isn’t groundbreaking—it feels more like a response to trends that have already emerged from those who have been sidelined for too long. Instead of being at the forefront of cultural shifts, it appears Vogue is now playing catch-up.

The essence of the matter isn’t just that Kendall and Gigi look great in boots (though they do). It’s that Vogue’s influence over defining what’s fashionable is waning. The cultural landscape is evolving, driven by creators who have been industriously building their narratives in the background. Vogue once positioned itself as the guide for where culture was heading, but now it’s simply trying to follow along.