COWGIRL Goes Behind The Scenes With Lainey Wilson And Her New Wrangler Collaboration 

BEHIND THE SCENES EXCLUSIVE: Trudging through three feet of Jackson, Wyoming, snow, COWGIRL arrived at Teton Cabins for an exclusive, behind the scenes two-day photo shoot with country music superstar Lainey Wilson. Global denim brand Wrangler has just announced a multi-year with the 2023 CMA Female Vocalist of the Year and Yellowstone guest star. Wilson will be the face of the Wrangler brand’s fall/winter 2023 women’s collection featuring jeans, tops and jackets and will support the brand via campaign imagery, social media content, onstage denim exclusivity and select meet and greet appearances. 

And yes, Lainey is as nice, approachable, insightful, and humorous as the stories her lyrics tell. When asked what she loves about Wrangler, she simply said: “I have been devoted to the western lifestyle all my life, and there’s nothing that feels more like home than a pair of Wrangler jeans."

Thus, the beginning of two long, but extremely exciting days of clothes modeling and fittings to discover what looks Lainey really likes and feels comfortable in. Of course, bell bottom jeans, stressing "big ass Flairs" bright colors and boots are in the line.  Lainey also has a great sense of humor and when a pair of flairs didn’t fit over her hips, she called her whole team into the dressing room and jokingly said, "I'm having a Kim Kardashian moment."

Vivian Rivetti is the VP Global design for Wrangler and was front-and-center at the shoot and is seen holding Wrangler's denim flairs and the Faux Shearling quintessential Wrangler coat. Another featured piece in the photo shoot is their Western Heritage Saddle Shirt that Lainey is wearing in the Western style living room, with guitar not far away. Vivian was a New York designer for many years collaborating with and designing for the like of Ralph Lauren and Perry Ellis before joining the Wrangler team.

"Lainey wore our main woman's line for this shoot and I also wanted to learn what she likes as far as color, fabrics and style, all indicators for us when we start to collaborate with Lainey on her clothing line," explains Vivian. "Taking her personality and matching it to the Wrangler brand, unique but not conflicting with our brand."

Looks also included the Holiday Satin Shirt with wrangler icon details, floral, wide leg Flairs, traditional denim bell bottoms and Wrangler Retro jeans with the signature "W" on the back pockets which Lainey wears so well. One of Wrangler's slogans is "We go nuts for Wrangler butts!"

Vivian continues that, "It is super exciting to be working with a talent and persona like Lainey and it makes my job that much easier. A dynamic and strong-willed young woman who will probably bring more younger buyers Wrangler. 

Holly Wheeler, Vice President Global Marketing for Wrangler elaborates: "As the most recognized female artist in recent country music history and a leading voice in the western movement, we’re thrilled to have her represent Wrangler alongside other industry greats like George Strait, Jon Pardi and Cody Johnson."  Holly goes on to explain that the relationship started when she met one of Lainey's team members and told him that she loved her music and whole vibe. "We started talking and had just done a collaboration with Leon Bridges and Lainey really liked his clothes. Then Lainey performed at the National Finals Rodeo and I had a chance to meet her, and we decided we needed to work on a collaboration. Her whole presence on stage is amazing and she didn’t take a break during her entire performance. She loves performing and interacting with her audience and there is something generational about music, appearing to young teens to people in their 60’s."

Wrangler is going deeper into male female fashion, as that category is growing, and the brand believes that Lainey is the perfect 'fit.'  "In Fall 2023 we will present several of "Lainey’s Picks" from the photo shoot," says Holly. "We see this as a long-term relationship, with ongoing campaigns, special events and photo shoots."

Watch for the November/December issue of COWGIRL featuring Lainey Wilson on the cover!

Click HERE to read the official Wrangler press release.