Lainey Wilson and Wrangler have launched the latest drop today (August 13th) with new denim, bell bottoms, jackets and shirts appearing across Wrangler’s US, UK and European stores. It’s proof that Lainey’s Wrangler world is getting bigger outside America too. Previous European releases have been much more selective, but this time UK and European fans are getting a far broader slice of the new collection.

For Wrangler, this really feels like a partnership made in heaven. The brand first signed Wilson to a multi-year deal in May 2023, making the ‘Heart Like a Truck’ hitmaker the face of its women’s collection. And it's paid off. Wrangler’s parent company Kontoor Brands later revealed the partnership is the single largest collaboration to date.

But the best part is that Wrangler never had to invent a Western identity for Wilson. It was already hers. She grew up in rural Louisiana wearing the brand, riding horses and working as a flag girl before moving to Nashville in a camper-van to chase down a country music dream that took the resilience of more than a decade before, she found her rightful place one of the true queens of modern country.

That is why Lainey works so brilliantly for Wrangler. She is aspirational without ever feeling unreachable. She can headline huge stages, win the biggest awards in country music and front global campaigns but still be the woman online laughing at herself, teaching fans a dance or admitting she feels like “a tornado with boots on half the time”. And that is relatable, and that is why we love her.

When her first collection launched, Wilson said she wanted women and girls wearing it to feel powerful and capable of doing anything they set their minds to. It feels difficult to think of a better person or role model to sell that message.

She went from being the girl in Louisiana wearing Wranglers to becoming the woman so many others now want to dress like, dance like and in some small way, be like. Now they can.

Lainey Wilson's new Fall 2026 Wrangler collection is available now here.