British countryside style dominates fashion trends as rural influences spread globally

From the Princess of Wales in tailored houndstooth to the rise of the so-called Rich Autumn Dad aesthetic, British countryside fashion has become one of the most visible style movements of the year. What began as a niche rural look has made its way into city streets, international runways, and celebrity wardrobes, and the trend shows no sign of slowing as it moves into 2026.

Across the United Kingdom, the influence is clear. Farmers’ markets in towns and cities have become showcases for Barbour jackets, cable knit sweaters, and tweed caps. Argyle and Fair Isle knitwear are suddenly commonplace in urban settings, reflecting a shift toward rustic textures and heritage patterns typically associated with the British countryside. Celebrities, including Sienna Miller, have helped popularise the trend further, appearing in outfits inspired by rural life.

The fascination is not limited to the UK. In the United States, stars such as Katie Holmes have been seen wearing Barbour coats, while Fair Isle knits have become a favourite among figures like Hailey Bieber and trend-forward brands including Proenza Schouler. Kilts have also had a resurgence, partly driven by London-based label Chopova Lowena’s modern take on the traditional garment, which has attracted fans including actor Julia Fox.

Television has also played a role in fuelling the countryside revival. Claudia Winkleman’s appearance in cable knit jumpers and kilts while hosting the UK version of The Traitors set in the Scottish Highlands has brought rural style into the mainstream. Designers have been drawing on the same influences for multiple seasons. Fendi’s autumn-winter, 2024 to 2025 menswear collection, for instance, drew inspiration from Princess Anne’s practical and functional wardrobe and featured oversized parkas, leather wellington boots and abundant tartan.

The royal family’s longstanding association with countryside dress continues to shape trends. The Princess of Wales regularly appears in equestrian and rural classics, from riding boots to tailored tweed. She has shown a particular preference for houndstooth, a fabric rooted in shepherding traditions. Her recent blue and black Emilia Wickstead houndstooth dress, worn at a charity engagement echoed many pieces worn by Princess Diana, whose affinity for the pattern helped define her enduring style legacy.

Designers have embraced the aesthetic beyond individual collections. Erdem collaborated with Barbour on a line of waxed jackets after featuring the brand in its spring-summer 2024 show. Labels including Burberry and Louis Vuitton also turned to British landscapes and traditions for their autumn-winter 2025 designs. Burberry creative director Daniel Lee said he was inspired by the Friday night migration of London’s upper classes to the countryside, a ritual he compared to New Yorkers heading to the Hamptons during the summer.

Lee described long rainy walks, weekend escapes and visits to grand estates as central themes. His collection blended weatherproof materials with decorative fabrics reminiscent of historic stately homes, capturing both practicality and elegance.