Fashion Analyst Livia Gueissaz on Yellowstone’s Cultural Resonance and Its Influence on Fashion
Written by Reyne Hirsch
In an era where television shapes cultural trends, Yellowstone stands out as a juggernaut, captivating audiences across America and influencing style on a global scale. Fashion analyst and influencer, Livia Gueissaz, takes a deep dive into the cultural and stylistic implications of the hit show, with particular attention to a poignant quote from Yellowstone, season 3 by Mia (played by 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?"
For Gueissaz, this line underscores a powerful universal truth about fashion: it thrives on defying convention.
She explains, “Fashion evolves through the breaking of taboos—by challenging norms and expectations.” According to Gueissaz, Yellowstone taps into this dynamic by combining rugged masculinity with elegance, and practicality with bold, rebellious statements.
Beth Dutton’s (Kelly Reilly) wardrobe serves as a perfect example, reflecting her duality as both a ruthless businesswoman and a tender rancher’s daughter. Her sharp-edged power suits paired with flowing, romantic dresses highlight this contrast, blending elements of rebellion and tradition. Similarly, the show’s Western staples, like wide-brimmed hats and oversized jeans, gain fresh appeal when juxtaposed with contemporary silhouettes and luxurious textures.
“Yellowstone shows us how mixing tradition with rebellion creates something timeless and thrilling,” Gueissaz says, pointing to how the series has set a trend of blending authenticity with modern fashion sensibilities.
Costume designer Johnetta Boone’s work is essential to bringing Yellowstone’s world to life. Every piece worn by the Dutton family and their ranch hands tells a story of resilience and tradition. Boone’s attention to detail ensures authenticity, from weathered jackets to extra-long denim tailored to ranchers’ needs, all designed to reflect the rugged beauty of Montana life. Whether using tools like sandpaper or heat torches to give the clothing a lived-in appearance, Boone’s commitment to realism is unwavering.
Beyond aesthetics, Boone’s work captures the cultural essence of the modern cowboy. Materials like beaver felt for waterproof hats and durable fabrics from heritage brands like Carhartt and Levi’s ground the show in practicality, while collaborations with fashion houses like Max Mara add a touch of contemporary elegance to characters like Beth Dutton.
The impact of Yellowstone’s wardrobe choices has rippled into the fashion industry, inspiring collections from high-end designers like Miu Miu and Maison Margiela, and even influencing Pharrell’s Fall 2024 Louis Vuitton collection, which featured real cowboys on the runway. Gueissaz notes that Yellowstone’s style represents more than just a fashion statement—it’s a celebration of cultural heritage, survival, and identity.
For Gueissaz, the themes of Yellowstone resonate far beyond the American West. She draws powerful connections between the show’s homage to Western heritage and the struggles faced by Indigenous artisans in her native Brazil. Both narratives highlight the tension between preserving cultural identity and adapting to modern, globalized fashion.
“Brazilian indigenous craftsmanship—like 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 ethical collaborations between the fashion industry and Indigenous communities, emphasizing the need to celebrate heritage while ensuring that artisans are empowered and acknowledged. “Fashion must not only celebrate cultural traditions but also protect them from exploitation,” she adds.
Yellowstone has redefined modern Western style, blending utility, heritage, and rebellion in a way that has captured both cultural and fashion industries alike. From John Dutton’s weathered rancher aesthetic to Beth Dutton’s commanding mix of tailored suits and flowing dresses, the show’s wardrobe reflects deeper themes of resilience and identity.
“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 tradition, resilience, and survival.”
As Yellowstone continues to influence global fashion trends, Gueissaz hopes its message of authenticity and respect for cultural heritage resonates beyond the screen, shaping not just what we wear but how we engage with the world.