Fashion analyst and influencer Livia Gueissaz, delves deeply into TV series Yellowstone’s cultural resonance and stylistic influence.
BY LIVIA GUEISSAZ
The television series Yellowstone has captivated America as its most-watched show — and Livia suggests the reason is a striking quote from Season 3, Episode 7, spoken by Mia as 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?”
I, for one, believe that Mia’s quote about the “taboo of it” underscores a universal truth about fashion: that its power lies in challenging norms. “Yellowstone” achieves this by juxtaposing rugged masculinity with unexpected elegance and practicality with bold statement pieces.
Fashion thrives on taboo—it’s the spark that keeps it evolving. “Yellowstone” shows us how mixing tradition with rebellion creates something timeless and thrilling.
Beth Dutton’s wardrobe, for example, juxtaposes sharp-edged femininity with softer, romantic pieces, highlighting her duality as a ruthless businesswoman and a tender rancher’s daughter. Similarly, Western staples like wide-brimmed hats and oversized jeans gain fresh appeal when paired with contemporary silhouettes or luxurious textures.
This provocative statement encapsulates “Yellowstone”’s unique duality of rugged authenticity and rebellious glamour—a contrast that has not only defined the series’ appeal but also ignited global fashion trends. For me, this evolution in style serves as a lens to explore deeper cultural themes, from the modern reinvention of Western fashion to the challenges faced by Indigenous communities in her native country of Brazil.
In the world of “Yellowstone,” authenticity is more than just a buzzword—it’s a guiding principle. Costume designer Johnetta Boone ensures that every garment worn by the Dutton family and their ranch hands tells a story of resilience, tradition, and the rugged beauty of the American West.
Boone meticulously distorts the clothing to achieve this, giving each piece a lived-in, weathered appearance. Whether using tools like sandpaper or heat torches, the goal is to create a sense of realism, grounding the show’s characters in their harsh and demanding environment.
The result is a wardrobe that feels like it has been shaped by years of labor under the open Montana sky, blending function and form to mirror the lives of the ranchers it represents.
Livia Gueissaz is a Women’s Empowerment Influencer and Miss Europe Continental Contestant. Follow her at https://www.instagram.com/liviagueissaz/
