- Lainey Wilson and Wrangler dropped their Fall/Winter 2026 collection on August 13, mixing '70s-inspired pieces with Western denim staples.
- The launch marks the widest international rollout yet, hitting Wrangler's US, UK and European stores simultaneously.
- This is the latest chapter in a partnership that began in May 2023 and has grown into Wrangler's largest celebrity collaboration to date.
- Wilson's brand slate keeps expanding, with active deals spanning Wrangler, Coors Light, Whataburger and her own footwear label.
Lainey Wilson just gave her Wrangler wardrobe another refresh. Wrangler launched the Fall 2026 collection on Thursday as part of its multi-year partnership with Wilson, which began in 2023.
The new denim, bell bottoms, jackets, and shirts are appearing across Wrangler’s US, UK, and European stores at once, the broadest international slice fans outside America have gotten from the pair so far.
This season’s line draws from the 1970s, leaning on suede fringe, warm earth tones, and statement collars, while staying grounded in Wrangler’s dark denim and Western roots. Copper collar tips, pearl snaps, and faux fur pieces round out the collection, adding a vintage, glam-meets-grit feel that’s become Wilson’s signature with the brand.
The drop builds on a relationship that started in May 2023, when Wrangler signed Wilson as the face of its women’s line. Kontoor Brands, Wrangler’s parent company, has since called it the label’s largest collaboration to date.
As detailed in Wrangler and Wilson’s earlier 2026 collection launch, what started as a spokesperson deal has evolved into a genuine co-design partnership, with Wilson fronting near-back-to-back seasonal drops throughout the year.
Wrangler has long leaned on country music for credibility, also sponsoring artists like George Strait, Jon Pardi, and Cody Johnson, plus newer signee Tucker Wetmore.
Fellow artist Chase Rice recently joined that roster too, teaming with Wrangler and Coors Banquet on a limited-edition denim line built around his single “Connie Lou.”
Wilson’s own endorsement portfolio keeps growing alongside her Wrangler ties. She’s fronted a recent campaign for Coors Light, where she’s been a brand ambassador since January 2024, and has also worked with Whataburger and launched her own Golden West boot label.
The Fall 2026 Wrangler collection lands as Wilson wraps a strong year, coming off ACM wins for Entertainer of the Year and Album of the Year for Whirlwind.
Takeaways
The Wilson-Wrangler deal is a good case study in what happens when a brand partnership is given years, not months, to develop. What started as a standard spokesperson deal in 2023 turned into an actual design collaboration, and the payoff is a collection Wrangler now calls its biggest ever.
Wrangler’s broader playbook, locking in repeat country artists like Strait, Cody Johnson, and now Chase Rice and Tucker Wetmore, rather than chasing one-off ads, seems to be the real engine behind its cultural relevance in the genre right now.
And for Wilson, stacking deals across denim, beer, and boots without losing her identity says something about how tightly her commercial partnerships track with her actual persona.
Does a slow-build, multi-year deal like this feel more genuine to fans than a single splashy campaign? Could Wrangler’s approach with Wilson become the standard model for how fashion brands work with country artists? Would this collection get you to buy in: for the design, the price point, or Wilson’s story behind it?
