Skip to main content

Wrangler Signs Multi-Year Deal with Country Music Star Lainey Wilson

Wrangler is leaning into its Western roots. 

The Kontoor Brands-owned label announced this week a multi-year collaboration with Lainey Wilson, the 2022 CMA Female Vocalist of the Year. The “Bell Bottom Country” crooner will be the face of Wrangler’s Fall/Winter 2023 women’s collection, starring in campaign images and social media content. 

As part of the deal, Wilson will also wear Wrangler denim exclusively on stage and at select meet-and-greet appearances. 

“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,” said Holly Wheeler, Wrangler vice president global marketing.

Incorporating Wrangler into her wardrobe should be easy for Wilson, who has become known for her signature flare pants. A longtime fan of the brand, Wilson has sold-out tour dates this year and is the most nominated woman for the 2023 ACM Awards which will take place on May 11. 

“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,” Wilson said in a statement. “Teaming up with this brand feels like the perfect fit and there are so many new, exciting and trendy styles for women in the upcoming collection, including my favorite bell bottom flare pieces.”

Wilson and Wrangler also have “Yellowstone” in common. Wilson made her acting debut in the fifth season of the Paramount Network hit series about the ranch-owning Dutton family. Wrangler has released several apparel collections with the show.

Related Story

The celebrity partnership is poised to amplify Wrangler’s heritage styles at a time when traditional Western fashion is informing mainstream trends. The brand’s F/W 2023 collection will include denim vests, printed bootcut jeans, trumpet flare jeans, velvet flare trousers and Western button-down tops. 

The partnership will continue into 2024 with Wilson as the face of the next Wrangler women’s spring collection. A Wrangler x Lainey Wilson Capsule Collection is expected in the fall of 2024.

Music has been a major focus for Wrangler. In February, the brand announced a year-long sponsorship of Black Opry, a global platform for Black artists, fans and industry professionals with a focus on the country, Americana, blues and folk genres. 

Wrangler also released its second collection with Fender in March.