Livia Gueissaz, fashion analyst and influencer, deeply delves into Yellowstone’s cultural resonance and stylistic influence. This television series has captivated America as its most-watched show. At the heart of Livia is a striking quote from Season 3, Episode 7, spoken by Mia (Eden Brolin):
“IF YOU THINK ABOUT IT, IT’S SEXY WHEN MEN WEAR EXACTLY WHAT THEY’RE SUPPOSED TO WEAR, BUT FOR GIRLS, IT’S SEXY TO WEAR WHAT YOU ARE NOT SUPPOSED TO WEAR—I DON’T KNOW. I WONDER WHY THAT IS. I GUESS IT’S THE TABOO OF IT, YOU KNOW?”
Gueissaz suggests that Mia’s quote underscores a universal truth about fashion: its power lies in challenging norms. Yellowstone achieves this by juxtaposing rugged masculinity with unexpected elegance and practicality with bold statement pieces.
“Fashion thrives on taboo—it’s the spark that keeps it evolving,” Gueissaz explains. “Yellowstone shows us how mixing tradition with rebellion creates something timeless and thrilling.”
Beth Dutton’s wardrobe, for example, juxtaposes sharp-edged femininity with softer, romantic pieces, highlighting her duality as a ruthless businesswoman and a tender rancher’s daughter. Similarly, Western staples like wide-brimmed hats and oversized jeans gain fresh appeal when paired with contemporary silhouettes or luxurious textures.
This provocative statement encapsulates Yellowstone’s unique duality of rugged authenticity and rebellious glamour—a contrast that has not only defined the series’ appeal but also ignited global fashion trends. For Gueissaz, this evolution in style serves as a lens to explore deeper cultural themes, from the modern reinvention of Western fashion to the challenges faced by Indigenous communities in her native country of Brazil.
In the world of Yellowstone, authenticity is more than just a buzzword—it’s a guiding principle. Costume designer Johnetta Boone ensures that every garment worn by the Dutton family and their ranch hands tells a story of resilience, tradition, and the rugged beauty of the American West. Boone meticulously distorts the clothing to achieve this, giving each piece a lived-in, weathered appearance. Whether using tools like sandpaper or heat torches, the goal is to create a sense of realism, grounding the show’s characters in their harsh and demanding environment. The result is a wardrobe that feels like it has been shaped by years of labor under the open Montana sky, blending function and form to mirror the lives of the ranchers it represents.
This attention to detail extends beyond aesthetics, capturing the cultural essence of the modern cowboy. Boone’s approach celebrates the enduring spirit of those who live off the land, balancing tradition with practicality. Every choice reflects a commitment to authenticity, from extra-long denim to keep boots covered on horseback to hats crafted from waterproof materials like beaver felt. The show’s portrayal of these lifestyles has resonated with its massive audience and inspired a broader fascination with Western fashion—a style rooted in utility but rich in storytelling. For Yellowstone, clothing is more than costume; it’s a window into a way of life that remains iconic and deeply American.
Yellowstone has redefined the modern Western style, blending utility and heritage with a subtle edge of rebellion. From John Dutton’s (Kevin Costner) weathered rancher aesthetic to Beth Dutton’s (Kelly Reilly) commanding mix of tailored power suits and flowing prairie dresses, the show’s wardrobe choices reflect more than fashion—they tell a story of identity and survival.
“Yellowstone celebrates Western culture in its rawest form,” says Gueissaz. “Every worn jacket, every pair of dusty boots, carries the weight of a lifestyle rooted in resilience and tradition.”
Costume designer Johnetta Boone’s meticulous attention to detail ensures authenticity. Pieces are sourced from Montana boutiques and heritage brands like Carhartt, Levi’s, and Filson, while designers like Max Mara and Dôen add a contemporary polish to Beth Dutton’s wardrobe.
The influence has rippled into high fashion, with brands like Miu Miu and Maison Margiela incorporating Western motifs into their collections. Even Pharrell’s Fall 2024 Louis Vuitton collection featured real cowboys, blending luxury with working-class roots. Yet, as Gueissaz notes, Yellowstone’s style is not merely about aesthetics; it’s a bridge to cultural heritage.
CULTURAL PARALLELS: BRAZILIAN INDIGENOUS HERITAGE AND WESTERN FASHION
Gueissaz powerfully connects Yellowstone’s homage to Western heritage and the struggles of Indigenous artisans in Brazil. Both narratives highlight the tension between preserving cultural identity and adapting to a globalized world.
“Brazilian indigenous craftsmanship—like the handwoven fabrics, intricate beadwork, and bold prints—parallels the authenticity seen in Yellowstone,” Gueissaz explains. “But just as Western style is often glamorized and commodified, indigenous designs risk being appropriated without honoring their origins.”
Gueissaz calls for mindful celebration of these cultural intersections and urges the fashion world to collaborate ethically with Indigenous communities. “Fashion must not only celebrate heritage but also ensure that the creators and artisans are acknowledged and empowered,” she adds.
Photo and Text: Media Kit
