(CNN) — Across advertising and popular media, seemingly everyone is grabbing their fringe, denim and Stetson boots, in a wholehearted embrace of the American West.

It’s cowboys – and they’re “everywhere,” said Emily Keegin, a photo director for both magazines and brands. “It’s more pervasive than I think I’ve ever seen a trope in recent history.”

Long associated with a hardworking, old-school, rugged American masculinity, the cowboy’s current popularity could be a reflection of our national politics — conservatives, including members of the Trump administration, have embraced cowboy hats and similar imagery. But today’s prevailing cowboy image also highlights how cultural myths are continuously upcycled and resold, regardless of their origins.

Cowboy-inspired fashion graced October’s is

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