For three days this August, a working movie set in Paradise Valley, Montana becomes something else entirely.
Coup de Rouge returns August 27-29, 2026 with more than thirty designers, fine artists, and makers spread across three venues, culminating in a runway show staged at the Yellowstone Film Ranch. Following a sold-out inaugural event atop Red Lodge Mountain, the second edition bills itself as a living archive of the Modern West.
Guests will not simply attend a runway show. They will step into an immersive weekend built around the creativity and cultures that have always shaped this region.
Three Days, Three Venues
August 27, HOWL in Livingston. A welcome reception with cocktails and a meet-and-greet, opening the weekend in downtown Livingston.
August 28, Belle Farms. A VIP dinner with a fashion preview and storytelling, served al fresco as Seasons of the Land, a four-course meal surrounded by growing lavender fields with the Absaroka Mountains as backdrop.
August 29, Yellowstone Film Ranch. The main runway show, plus fine art, shopping and live entertainment on a backlot built to look like an 1800s gold rush town.
The Headliners
Two names anchor the weekend, and placing them on the same runway is the entire thesis of the event.
Naiomi and Tyler Glasses, seventh-generation Diné weavers, are currently collaborating with Ralph Lauren, carrying a family practice into one of the most recognized fashion houses in the world.
They share the bill with Nudies Rodeo Tailors, the legendary house that dressed movie and music icons from Elvis to Dolly to Cher, and whose rhinestone suits remain shorthand for Western showmanship.
The Featured Designers
Eleven designers are presenting on the runway, spanning Indigenous couture, heritage bootmaking, moccasin craft, metalwork and Western tailoring:
- Nudies Rodeo Tailors
- Naiomi and Tyler Glasses, seventh-generation Diné weavers
- White Bear Moccasins
- Nomadic Reign
- Brocade Stops Black Eagle
- Rodeo Hippie
- Canty Boots
- Duncan Vezain
- House of Cow Bella
- Mountainside Metals
- Choke Cherry Creek
The Featured Artists
Ten fine artists exhibit across the weekend, with live installations at the Film Ranch:
- Jeremy Arviso
- Kim Daw
- Tyrel Johnson
- Robert Martinez
- Willis Johnson
- Laura Goodson
- Jesse Purdom
- Linda Pease
- James Shoshone
- Karis Jackson
Tyrel Johnson’s contribution carries additional weight. His live sculptural activation will be auctioned, with proceeds supporting Missing and Murdered Indigenous People.
High Noon Collective
The Film Ranch also hosts High Noon Collective, a marketplace where guests can shop select runway looks and meet the makers directly. Vendors include:
Choke Cherry Creek, Vintage Bliss, Plains Soul, Folk Elements, Luv Paris Montana, Ride Free Montana, Teague Goodvoice, Canty Boots, Duncan Vezain, Rebekah Jarvey, Brocade Stops Black Eagle, Rodeo Hippie, White Bear Moccasins, Nomadic Reign Couture, Niki Trujillo and Designs by Della.
For a regional audience, this is arguably the most accessible part of the weekend. The runway is the spectacle, but the collective is where the work changes hands, and the economic impact actually lands with the artists.
A Film Set Becomes a Living Stage
The choice of venue is deliberate. Rather than staging Western fashion against a neutral backdrop, Coup de Rouge places it inside a constructed version of the frontier and then fills that frame with the people the mythology left out.
“Montana is celebrated for its outdoor recreation, natural beauty and cowboy lifestyle,” said Montana designer Heidi Martincic, co-founder of Coup de Rouge. “We’re inviting people to experience a broader perspective with a front row seat to the art and design elements of the Modern West.”
Widening the Lens
What distinguishes Coup de Rouge from the broader Western fashion moment is its refusal to recreate frontier mythology. Instead, the event widens the lens to celebrate the people who have always been part of the West, and those defining where it goes next.
“The West isn’t having a moment, it’s reclaiming its voice,” said Sunny Day Real Bird, Director of Native American Outreach at Montana State University Billings.
Organizers expect the event to draw visitors from across the country while generating economic activity for Indigenous and Western artists and designers, and raising awareness and funds for Missing and Murdered Indigenous People.
The Origin
Coup de Rouge was born from the vision of two Montana designers who took their work to New York Fashion Week, along with Montana’s top talent agent, who shared a desire to showcase the caliber of independent fashion and fine art coming out of the West.
Their tagline puts it plainly: Creating History In Real Time.
If You Go
What: Coup de Rouge 2026
When: August 27-29, 2026
Venues: HOWL, Livingston (8/27) · Belle Farms, Paradise Valley (8/28) · Yellowstone Film Ranch, 180 Chico Road, Pray (8/29)
Tickets and info: coupderouge.com.
