Vogue has finally discovered Western Americana — years later than everyone else

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Vogue’s cover shoot with Kendall Jenner and Gigi Hadid in Jackson Hole, Wyoming, is undeniably beautiful. Cowboy hats, boots and sweeping landscapes — an aesthetic they frame as fashion’s "love affair with the great outdoors." But the spread says less about Western Americana than it does about Vogue itself: once the gold standard of cultural authority, now reduced to chasing trends long after the moment has already arrived.

Western style isn’t new. Conservative women have been playing with Americana for years, treating it as both a fun fashion trend and a nod to the deeper roots of family, heritage and tradition. Prairie dresses, quilted patchwork, working denim, classic cowboy boots — these weren’t dreamed up in a Manhatta