Rural folklore and fashion are a great reflection of life’s simplicity, deeply rooted in the practicality and ease of the villagers’ clothing. Their garments carry stories, traditions, and the ingenuity of those who live close to the land.
The practicality of this attire—be it the sturdy overalls of farmers, the layered dresses of village women, or the handwoven textiles full of patterns and colours that speak of ancient tales—has a beauty and authenticity that’s undeniable. It’s clothing designed for living, with materials chosen for durability and comfort and shapes and styles refined over generations to suit work in the fields, the changing seasons, and community gatherings.
Growing up in a South Asian community, it was pretty normal to see people from villages rocking sneakers or formal shoes with their traditional Shalwar Kameez. What might have seemed odd back then quickly turned into a cool trend worldwide, mixing up practicality with a dash of style. Also, let’s not overlook the awesome South Asian truck art that’s got its roots right back in those villages and served as the inspiration behind many clothing collections seen on global runways.
Now, fast forward to today, where high fashion designers, forever on the hunt for genuine inspiration, have turned their gaze to these rural roots. They’re captivated not just by the aesthetics but also by the ethos of sustainability, craftsmanship, and functionality that rural clothing embodies. It’s a celebration of the artisan’s hand and the farmer’s toil, brought onto the world’s most glamorous runways. For example, under Alessandro Michele, Gucci has explored themes of nostalgia and the blurring of lines between the past and present. The Epilogue collection, for instance, can be seen as a celebration of the timeless and unpretentious style one might associate with the countryside, incorporating vintage patterns, floral prints, and a homespun feel that echoes the simplicity of village life.
Similarly, the late Alexander McQueen often drew inspiration from the natural world and historical narratives, with several collections reflecting the raw beauty and realities of rural life. His designs have incorporated motifs and techniques that pay homage to the British countryside, including tweeds, tartans, and detailed nature-inspired embroidery. A deeper look can also reflect how Valentino’s resort collections have occasionally drawn inspiration from the rustic charm of Italian villages, featuring vibrant floral prints, lace details, and relaxed silhouettes that evoke the leisurely pace of rural life. These collections blend luxury with a sense of pastoral simplicity and elegance.
Designers and brands are weaving this inspiration into their collections in various ways. Wrangler and Cotton On have dipped into the cottagecore aesthetic, which romanticises rural life with overalls and jumpsuits crafted from organic cotton, bringing a piece of the countryside into urban wardrobes. Then there’s Etsy and Reformation, platforms and brands that spotlight artisanal craftsmanship and the charm of vintage, showing that fashion can be both beautiful and environmentally conscious.
Moreover, brands such as 1/OFF®, Chopova Lowena, and Frankie Collective show the versatility of repurposing and reimagining vintage pieces and luxury brand remnants. They blend high-end fashion with rural inspirations, showcasing that the bridge between the countryside’s practicality and the runway’s glamour isn’t as long as one might think.
In this melding of rural folklore with modern design, there’s a narrative of respect: for the environment, for heritage, and for the stories that clothes can tell. It’s beyond fashion taking a ‘rustic turn’ but about a deeper understanding and appreciation of where we come from and how that shapes where we’re going. As these designers and brands show, inspiration from rural life can lead to fashion that’s not only beautiful and trendy but also meaningful and sustainable.
