December 16,2006
Kate Lohnes
Monitor Staff Writer
Is country music having an identity crisis? One look at fashion magazines is all it takes to see a physical change. Gone are the days when every male vocalist wore a Nudie suit and boots and when women wore dresses a la Loretta Lynn. Instead of tassels and 10-gallon hats, you’re more likely to see tattoos and tank tops.
While most people still think of country artists as cowboys or western folk, that is no longer the case, said Storme Warren, an on-air television host for the Great American Country (GAC) network.
"The image of what a country artists looks like reverts … still (to traditional dress)," he said, "but now artists are following trends and styles that the fashion industry is setting. George Strait is one of the last stand-out guys that still dresses like a cowboy, because he is one. A lot of these artists didn’t want to pretend when they’re not cowboys. They’re listening to AC/DC, and this is the way they are, so they think they should get up on stage and dress that way."
The shift has caused some western-wear stores to change their inventory. At Kalifa’s Western Wear in McAllen, manager Alejandro Garza said the store has gotten into ordering retro shirts, with bold patterns and embroidery, among other items.
"I think (country music) has come a long way," he said. "There’s more appeal to it all. As the clothing changes and country gets more of an audience, people listening to it ask, ‘Do I have to wear the hat?’ No, you don’t."
Who are the trendsetters and who are the traditionalists? Check out this list of influential country artists:
Garth Brooks,
Shania Twain
Both Garza and Warren said they thought the Garth Brooks-era of country music was a turning point, both with the music and the styles artists wore. Brooks had his signature line of shirts done in bright blocks of color. As the artist’s popularity exploded, so did demands for his wardrobe.
With his iconic look, Brooks started a trend, Warren said, a move that inspired other artists to follow his lead.
Then the bomb dropped: Shania Twain took country music (and the pop charts) by storm. With her mussed hair and penchant for skin-tight fabrics, country music didn’t stand a chance, Warren said.
"After (Garth Brooks), Shania Twain was re-vamping what girls were wearing onstage," he said. "I think that really was, depending on how you look at it, the upswing or downfall of country music."
Brad Paisley, Phil Vassar, Tracy Lawrence
Some elements of country-western style still remain, and artists like Brad Paisley, Tracy Lawrence and Phil Vassar tend to mix traditional and modern in their wardrobe. According to Jody More, owner of the boutique V 4 Men in Franklin, Tenn., the country artist and his/her denim are rarely parted, but the way they wear the denim is different.
"It’s not the skin-tight Wranglers that people used to wear," she said. "Jeans tend to have a boot-cut bottom. It’s also all about the back pockets, whether it’s a flap versus stitching or something like that."
In fact, Wrangler has reinvented its product, said special events marketing manager for Wrangler Edyie Bryant. In addition to the classic Wrangler fit, the company also has its "Premium Patch" line, which features different washes and a low-rise, boot-cut jean.
"We take the product to a level where it can be sold at retail, but I think artists take it a step further by ripping holes in them and so on," she said. "They try different things until they find their own little niche that they think will appeal to their consumer base."
In other words, More said, the more flair, the better the jean. The shade and wear on jeans also lean toward darker washes with fewer rips and tears, she said. In shirts, both Garza and More said the snap-buttons and bold design of 7 Diamonds are widely favored by artists, especially men.
Tim McGraw, Faith Hill, Keith Urban, Carrie Underwood
Artists like the McGraw/Hill power couple or Australia’s Mr. Nicole Kidman present a chicken-and-egg question: did their crossover hits make them dress more fashionable, or did their snazzy threads make their crossover success? Whichever came first, both Warren and Garza said the changing fashions have probably helped artists achieve wider acceptance.
"Subconsciously, maybe the more cross genre appeal (an artist has), the more successful the music can become," Warren said. "With Tim, Faith, Keith…There may be something to that."
George Strait, Dwight Yoakam
Although many artists are moving toward designer Tees and fancy shirts, some artists hang on to the styles they’ve always worn. Strait is thought of as iconic of the traditional cowboy, while artists like Dwight Yoakam and Randy Travis still wear Nudie suits and/or skin-tight jeans.
"You don’t see too many traditional artists in country anymore," Garza said.
While traditionalists like Strait and company seem to be part of the minority, Warren said old-school country dress probably will never go extinct.
"Country music is pretty amazing in that it’s cyclical," he said. "It always starts off traditional, with a lot more starched shirts and Wranglers and the traditional cowboy look. Then it will grow more into the pop phase. It gets bigger and bigger until it is the Top 40 format of radio for a period of time until it loses its identity. It’s happened that way for generations. Whether it’s the music or the fashion or in general, country needs to go back to its roots every few years, and the fashion will follow that backwards, as well."
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