Reimagining the Cowboy
“Western fashion has roared back into mainstream culture,” Aimee reflects, citing the cowboy-chic revival championed by artists like Beyoncé and Taylor Swift. “But I didn’t want VAQUERO to feel like a costume. My aim was to blend nostalgia with newness - rugged textures, boots, and fringe layered with modern silhouettes, so it felt alive, not archival.”
Her styling mood boards pulled not just from Americana but from the energy of rising design talent, graduates from Central Saint Martins and Salford, Leeds and Manchester. The result was a wardrobe that walked a line between homage and reinvention.
As Aimee puts it: “It wasn’t about one hero piece. It was about creating a language of resilience and independence - the essence of the West, but in a way that today’s audience could connect with.”
Edited By : Chang Mai
Set against the backdrop of a sun-drenched studio in Manchester’s Northern Quarter, VAQUERO unfolds as a striking collision of leather, denim, and fringe - a bold reinterpretation of the Wild West, filtered through a distinctly Northern lens. The independent project, led by creative director Joely Ryan Carter, is a reflection on identity, autonomy, and the myth-making power of style.
This collaborative shoot brought together a talented team, with stylist Aimee Lakin - a 21-year-old creative force from Wigan, not only crafting the visual direction, but also offering a behind-the-scenes glimpse into the process. Through her eyes, we step into the heart of VAQUERO: a modern western with both spirit and a northern soul.
While Aimee shaped the textures and wardrobe, Manchester-based photographer and retoucher Joely Ryan Carter crafted the atmosphere. ‘I wanted to fuse western grit with modern fashion,’ Joely explains. ‘Leather, denim, fringe - but reimagined with a bold, feminine edge
The title, VAQUERO ( Spanish for “cowboy” ) - serves more than translation. “For me, it’s a metaphor for independence and style. The images are about playfulness and power - showing how softness and strength can coexist.”
From initial sketches to the final retouched frames, Joely safeguarded this balance through rigorous communication with her team. Every detail, styling, set, mood - had a set place to serve in central reinterpretation.
At the heart of VAQUERO is model Alexandra Andrade, from the Peak District village of Baslow, who embodied the spirit of independence with a rare intensity. “When I first heard the concept, I thought of resilience and confidence,” she says. “I tapped into my own emotions to communicate that.”
She recalls one moment in particular: the music swelled, the light struck just right, and suddenly she felt as though she were on a film set rather than a photo shoot. “Between takes, I caught my reflection and didn’t recognize myself - in the best way possible. That transformation is something I’ll always carry with me.”
The energy, Alexandra notes, was contagious: “There was a rhythm of trust. Everyone was pushing their craft, but it never felt tense. We were building something together.”
Beauty
For Hair and Makeup Artist, Abigail Turner, the challenge was subtlety. “Cowgirls historically didn’t wear much makeup. It was even seen as improper. I wanted to honor that restraint but bring it forward into something that felt contemporary and visible.”
Her solution was skin that glowed without heaviness, discreet blush as a nod to history, and voluminous curls that walked the line between natural ease and dramatic presence. “I’m most proud of the hair,” Abi reflects. “It used to terrify me. Now it’s where I feel most confident.”
Her beauty direction, like the wardrobe, was not locked down in advance but responsive. “I had references, but a lot was born in the moment - shaped by skin tones, hair texture, and the energy on set.”
What defines VAQUERO is not just striking imagery, but a spirit of collaboration that made it possible - a creative experiment where every discipline, from hair and makeup to styling, photography, and performance, wove into the same vision.
The Western mythos may evoke solitary figures against open horizons, but here it transforms into something communal: a shared language of reinvention. As Aimee reflects, “It’s about freedom, resilience, and timeless independence. But it’s also about collaboration - about building that world together.”
In this way, VAQUERO resists becoming a costume drama. Instead, it stands as a manifesto of reimagining the cowboy spirit, but also collective creativity.
Creative Director, Photographer & Retoucher: Joely Ryan Carter
Stylist: Aimee Lakin (Wigan)
Hair & Makeup Artist: Abigail Turner
Model: Alexandra Andrade
NQ Studios, Northern Quarter, Manchester
