Category
Fashion
Inclusive Formulas
Trend cluster
Category
Country
Couture
Farm fashions point to a simpler, more rugged lifestyle.
4.5
Trend score
Trend
What is the Country Couture trend?
Country Couture: Futurism may seem like fashion’s natural course, but a more simplistic look is returning to the fore: country. Farm fashion, including overalls, boots, plaid and prairie-style getups are getting a winning vote among fashionistas and fashionistos who are shedding today’s more restrictive, contemporary pieces in favor of relaxed, roll-in-the-hay styles. This down-home chic is perfect for the consumer who would trade society’s fast-paced “progress” for life’s simple comforts any day.
Trend themes
Themes within the Country Couture trend
Three behaviours holding the trend together01
Farm fashion
More simplistic farm fashion is returning to the fore, shedding today's more restrictive, contemporary pieces in favor of relaxed, roll-in-the-hay styles.
02
Androgynous fashion
Designers have shifted toward androgynous fashion, allowing brands to redefine what it means to be a 'real' man or woman, challenging the norms of standard attire.
03
Countryside couture
Glamorizing a product or concept that is typically not that popular among consumers can appeal to the masses and turn something drab into dapper, as showcased in the countryside couture trend.
Industry implications
What the Country Couture trend means for industry
Where the trend changes the playbookFor
Fashion industry
The fashion industry can embrace farm fashion, androgynous fashion, and countryside couture trends.
For
Marketing industry
The marketing industry can utilize glamorization tactics to appeal to the masses.
For
Retail industry
The retail industry can incorporate and market farm-inspired pieces, such as overalls and plaid button-ups.
Trend signals
Trend signals for Country Couture
Trend score 4.5 out of 10, from popularity 57%, activity 69%, freshness 8%.
Popularity57%
Activity69%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Country Couture trend
6 featured examples from Nov 14, 2010 to Jun 26, 2011CategoryNaughty
Peek-A-Boo Overalls
This Erin Heatherton Terry Richardson Spread is Sizzling Hot
Brands within the fashion industry have the chance to break away from traditional gender roles and redefine what is considered 'fashionable' through the creation of androgynous cl…
CategoryFashion
Farmland Fashion Lookbooks
Cass Bird Shoots the Urban Outfitters November 2010 Catalog
Opportunity for fashion brands to tap into the nostalgia and appeal of rural life, creating unique and memorable collections.
CategoryFashion
Farm-Inspired Couture
The Junya Watanabe 2012 Spring/Summer Line Presents Overall High Fashion
Opportunity for clothing brands to create and market farm-inspired clothing.
CategoryFashion
Corn Stalk Backdrops
The Kroam Summer 2011 Collection is Perfect for a Romp in the Hay
There is an opportunity for disruptive innovation in integrating technology and online platforms to enhance the shopping experience and reach a wider customer base.
CategoryFashion
Field Frolicking Photography
The Phen Mas Denim Editorial 'Far Afield' is Sweet and Serene
Opportunity for fashion brands to incorporate natural settings and a barefoot aesthetic in their advertising campaigns to stand out.
CategoryFashion
Couture Country Girl Lookbooks
Anna de Rijk in En Cavale has a Chic Farm Girl Flair
Fashion brands can tap into the country chic trend and create clothing lines that appeal to both rural and urban consumers.
