Since the popular neo-Western television series Yellowstone galloped onto household screens in 2018, the so-called “Yellowstone effect” has fuelled an intense global appetite for Western culture. What was once niche has firmly transitioned into the mainstream, carrying significant cultural, economic and social influence. This resurgence has driven increased demand for ranch properties, Western fashion, destination tourism, and a renewed media fascination with cowboy heritage.
High-profile cultural figures have played a pivotal role in accelerating the modern cowboy-core movement. In 2024, Beyoncé’s album Cowboy Carter explored her Texan roots and reframed from the narrative of country music for a new generation. The revival has been further amplified by artists such as Lana Del Rey and Pharrell Williams, alongside campaigns from luxury fashion houses including Louis Vuitton, signalling a powerful crossover between heritage, high fashion and modern identity.
Founded in 2024 by Jess and Nat, Bad Cowgirl Co. is a woman-owned brand born from hard work and honest conversations with horsewomen and horsemen who live by the land, the lifestyle and the legacy. American-born and now proudly rooted in Scotland, the brand bridges the gap between the American frontier and the British equestrian scene. Built for lifestyle and longevity, Bad Cowgirl Co. equips modern cowgirls with authentic Wild West–inspired gear that performs in the dirt of the arena and carries effortlessly into everyday life. Its offering spans hats, bandanas and specialised riding wear, designed with both function and heritage at heart.
Alongside exhibiting at The National Equine Show 2026, Bad Cowgirl Co. will also take part in a special live panel session on the Saracen Horse Feeds Inspiration Stage:
Return to the West: Why the World’s Falling Back in Love with Dirt and Discipline
This session goes beyond fashion, exploring the deeper cultural pull behind the Western revival – where grit, craftsmanship and horsemanship meet modern expression. The panel brings together voices from across the equestrian and lifestyle space, including Freddy Steele and Hannah Sims, also known as Silly Prune, for an unfiltered discussion on why the world is rediscovering the power of dirt, discipline and authentic Western values.
13:00 – 13:45 | Return to the West: Why the World’s Falling Back in Love with Dirt and Discipline
The Saracen Horse Feeds Inspiration Stage | Sponsored by Saracen Horse Feeds
Join Bad Cowgirl Co.’s Jess and Nat, alongside Kaitlyn De Biasse, Lee Rutter, Sally Heron, Sean Coleman, Freddy Steele and Hannah Sims (Silly Prune) for an unfiltered discussion on the Western revival.