Coastal Cowgirl: The newest microtrend for Spring/Summer 2023

There’s a new aesthetic that’s circulating on TikTok, just in time for Spring/Summer 2023! And her name is: Coastal Cowgirl. The hashtag #coastalcowgirl has received 37 million views on TikTok in the last month alone, establishing its viral status. The popularity of this fashion trend has also been recognized by Google, so much so that compared to last year, Google searches related to the coastal cowgirl style have increased by 305%. Many users are likening this trend to the viral “Coastal Grandmother” aesthetic from last summer, but this time with a western twist.

But let’s take a closer look. What is the “Coastal Cowgirl” style exactly? For starters, cowboy hats, which are the emblem of this fashion trend, saw an 381% increase in demand on Stylight as well as a 47% increase for cowboy boots. Although this maybe a trend for the warmer months, many users on TikTok pair their cowboy boots and shorts with a light knit sweater for the cooler nights at the beach. We’ve also seen a 54% increase for this item on Stylight! And finally to complete the rustic look, exaggerated belt buckles in the perfect Texan style could not be missed, and on Stylight we recorded a 34% increase in demand. Even though the trend is distinctly western, users on TikTok are styling it in their own unique ways. We’ve seen it in a more traditional way with jean cut-offs and white linen top or in a more romantic, elevated stye with soft, linen dresses, leather vests and a bandana.

About the numbers: Stylight numbers were analyzed in the period from 11 March 2022 – 11 April 2022 vs the same timeframe in 2023.