Why British Countryside Fashion Is Shaping Global Style in 2025

From waxed jackets to Fair Isle knits, the influence of British countryside fashion has become one of the year’s most visible style movements. What began as a nostalgic nod to rural Britain is now a global trend spanning celebrities, luxury fashion houses, and everyday wardrobes. As 2025 unfolds, designers and consumers appear increasingly drawn to the comfort, durability and heritage associated with country-set style.

The appeal of British countryside fashion 2025 reflects both aesthetic preference and cultural sentiment. At a time of economic strain and political turbulence, many wearers are gravitating toward clothing that signals stability, longevity and a return to tradition. Rich textures, storm-proof fabrics and classic patterns have migrated from country estates to city streets, forming one of fashion’s most enduring shifts of the decade.

Rural Style Moves Into Mainstream Cities

Across the UK, garments once associated with farming communities and weekend retreats have become everyday urban wear. Farmers’ markets in cities from Bristol to Edinburgh now teem with Barbour jackets and robust waxed outerwear. Fair Isle knits, houndstooth coats and tweed caps have become ubiquitous in London, Manchester and Glasgow, echoing the countryside’s functional aesthetic.

Celebrity visibility has helped the trend travel well beyond Britain. In the United States, Katie Holmes, Hailey Bieber and other public figures have incorporated rural staples into their street style. New York-based labels such as Proenza Schouler have embraced traditional British patterns, while kilts have appeared as statement pieces among fashion-forward audiences.

London brand Chopova Lowena has propelled the kilt back into the international spotlight, reworking the garment with a modern, subversive twist. The look gained further traction through US actor Julia Fox, whose endorsement introduced the style to online communities and younger consumers.

Television and Film Push Countryside Aesthetics Forward

Popular culture has played an outsized role in accelerating the trend. Claudia Winkleman’s wardrobe in the UK edition of The Traitors—featuring cable-knit jumpers and kilts—has influenced viewers’ tastes and reinforced the appeal of rugged, layered silhouettes.

On the big screen, Emerald Fennell’s 2023 dark comedy Saltburn used aristocratic country-house fashion as a stylistic signature, reviving interest in vintage tweeds, tailored jackets and estate-inspired wardrobes. Streaming platforms further amplified the look: David Beckham’s appearance in a Netflix documentary renewed attention to the “Rich Autumn Dad” aesthetic, defined by tweed caps, flannel shirts and sturdy boots.

These portrayals have recast countryside clothing as aspirational rather than purely practical, creating a cultural bridge between rural heritage and contemporary lifestyle.

Luxury Houses Embrace Heritage Textiles

The countryside revival is not confined to street style; global luxury houses have embraced the movement in their runway presentations.

Fendi’s autumn/winter 2024–25 menswear collection, titled Town and Country, drew inspiration from Princess Anne’s pragmatic wardrobe. Oversized parkas, tartan layers and leather wellington boots dominated the show, underscoring the appeal of understated, weather-resistant design.

The Royal Family’s longstanding association with rural attire continues to shape public interest. Catherine, Princess of Wales, frequently appears in equestrian and countryside staples, with houndstooth emerging as a personal favourite. Her recent blue-and-black Emilia Wickstead midi dress reinforced the pattern’s return to mainstream fashion, echoing Princess Diana’s fondness for the print.

Designer collaborations have strengthened the trend further. Erdem’s partnership with Barbour produced a capsule of waxed jackets that blended countryside durability with high-fashion detailing. Burberry and Louis Vuitton also tapped into rural British imagery for their 2025 autumn-winter collections, drawing inspiration from weekend escapes, long walks and stately home interiors.

Burberry creative director Daniel Lee described the aesthetic as rooted in the “Friday night exodus from London,” when wealthier residents travel to the countryside for rest and recreation. The theme translated into hardy fabrics paired with refined chintz—an interpretation that marries charm with function.

In June, Dior showcased its first Scottish presentation in nearly 70 years at Drummond Castle. Creative director Maria Grazia Chiuri highlighted Scottish textile craftsmanship, spotlighting Harris Tweed and Johnstons of Elgin. The event drew international attention and reaffirmed the global appetite for heritage materials.

Beyond Aesthetic Appeal: Psychology, Comfort and Stability

Experts say the countryside trend resonates because it meets deeper emotional needs. Fashion psychologist Dr. Dion Terrelonge notes that garments such as waxed cotton jackets, leather boots and tweeds signal durability and tradition—qualities that stand in contrast to fleeting online micro-trends that rise and fall on TikTok.

In an era marked by uncertainty, Terrelonge suggests the tactile nature of these fabrics offers reassurance. Their robustness, weatherproof qualities and association with nature evoke calm, control and competence. This aligns with broader consumer behaviour identified by global market research agencies, which report rising interest in long-lasting, sustainable clothing as economic pressures mount.

Sasha Wilkins, a former WSJ Magazine style editor, sees the trend as part of a wider psychological shift. She argues that people are seeking comfort in familiar, cosy garments that evoke shelter and nostalgia during turbulent times. Her experiences documenting countryside living show how rural lifestyles—and their associated wardrobes—offer a sense of grounding.

Privilege, Aspirations and Cultural Reinterpretation

Countryside attire also carries layers of historical and social meaning. Traditionally tied to the British upper classes, hunting estates and country manors, the style communicates privilege as much as practicality.

This creates a tension: while the garments suggest comfort and safety, they also reflect the lifestyle advantages of long-held wealth. Fashion has always gravitated toward aspirational imagery, Wilkins says, and in this case, the aspiration is tied more to lifestyle stability than to youth or beauty.

Some urban wearers adopt the look as a form of gentle escapism—“cosplaying” a countryside lifestyle they do not possess. Others reinterpret it to challenge class associations. Wearing a Barbour jacket in East London rather than on an estate creates a different visual language, one that mixes heritage with contemporary city life.

Regardless of the interpretation, the sensory comfort and construction quality of rural garments remain appealing to a broad audience.

A Trend Set to Continue

With new series, films and cultural projects focusing on rural Britain—including the upcoming Downton Abbey parody Fackham Hall and a reality show profiling the Ladies of the Cotswolds—the countryside aesthetic shows little sign of fading.

Designers continue to explore heritage motifs, and consumers worldwide are investing in garments built to withstand unpredictable weather and shifting social climates. As 2025 heads into its final months, British countryside fashion appears poised not only to endure, but to evolve.