From rodeo queen roots to full-time content creator, Justie Fuit has carved out her own corner of the Western fashion world. With a platform rooted in authenticity, confidence, and creativity, she’s showing women that Western style can be both practical and powerful. We caught up with Justie to talk about her journey, creative process, and what she hopes women take away from her content.

Q: To get us started, tell us a little bit more about your background. How did you end up where you are today?

Justie: I grew up doing rodeo queening, and that’s really how I got my start in the Western world. When I was about four years old, my grandparents gave our family a couple of their horses. They were older, kind of retired, but they’re the ones I learned on. I was so excited to get them at our house, I’ve been a horse girl ever since.

I did my first rodeo queen pageant when I was eight, and I just fell in love with everything about it. The fashion was a big part of that. Rodeo queen style is super classic, super coordinated, and a little over-the-top, but that’s what hooked me on Western fashion. I did 4-H, high school rodeo, and just stayed involved. I don’t really have a ranching or ag background, but rodeo and Western fashion have always been a part of me.

Q: Your Instagram presence is strong and really connected to that rodeo queen aesthetic. How did your social media journey start?

Justie: It actually started because a friend of mine, who was a former Miss Rodeo Idaho, asked me to model some clothes for her boutique. This was right when Reels came out, and she knew I had some photography and modeling experience. I started posting consistently after that, and it just started growing.

I’ve been doing this for about three years now, and I’m so grateful for all the opportunities it’s brought. But yeah, it started from something pretty simple, and grew because I stuck with it.

Q: Was there a moment where it clicked and you thought, “I can really do this for a living”?

Justie: A few of those moments happened this past year, but one of the first was when I posted a Reel and it got 4,000 views in an hour. At the time, I had maybe 1,000 followers, and it was just my personal page. I was shocked!

That was a turning point. I realized this could be a way to normalize Western fashion and help people feel confident wearing it. In high school and college, I strayed away from it, I was a dancer and cheerleader, and I felt like Western wear made me stick out. But once I got back into it, I felt more like myself.

Then, when I went to my first NFR, I went with a boutique that trusted me to model for them all weekend. That experience helped everything start falling into place. And now this is my first year doing it full-time. It’s still surreal, but once I started earning a stable income, that was a big “Wow, I’m really doing this” moment for me.

Q: What’s your favorite part of being a full-time content creator?

Justie: Definitely the creative freedom. I love getting to plan my days, and I thrive in a job where I get to put my creativity to work. I’m more of an introvert at heart, so I enjoy working on my own terms. But I also love getting to travel and meet people at events like NFR, Pendleton Round-Up, or even heading to Canada with my husband for horseback riding. Those kinds of experiences have been incredible.

Q: Your content feels very natural and lifestyle-based. What does your creative process look like when planning outfits or content for upcoming months or events?

Justie: Honestly, it really depends on the season and what’s going on. Sometimes ideas just flow, and I’m excited to try on outfits and share them. Other times, I go through creative dry spells and just want to throw on jeans and a tee.

When I’m planning ahead, I’ll look at what events or holidays are coming up. I love seasonal colors—especially fall tones and neutrals. The Western industry is constantly evolving, which keeps things interesting. And even though I love styled looks, I think my audience also appreciates the simple, everyday outfits. I try to show both.

Q: Being in a creative space 24/7 can be draining. How do you recharge and stay inspired?

Justie: I’ve found that setting boundaries with my phone really helps. My husband and I have a rule to turn off our phones at a set time every night, and we try to be really present with each other.

Also, being outdoors is huge for me. I love hunting, camping, snowmobiling, fishing, all of it. Getting outside, walking my dog, or working with my animals helps me reset. I try not to use my phone for mindless scrolling so that when I’m creating content, it doesn’t feel like overkill.

Q: For readers who are just getting into Western fashion, what are the essential pieces you recommend?

Justie: A great pair of jeans, a pair of boots, and a cowgirl hat. Those are your staples. You can add trends through your tops or outerwear, but if you invest in those core pieces, you can do a lot.

Personally, I don’t wear a ton of accessories; my style is simple and functional. At NFR, I’ll dress it up a bit with jewelry, but it still feels a little unnatural for me! So I always say: go with what feels true to you, not what trends say you should wear.

Q: What’s the message or mission you hope comes through in your content?

Justie: Confidence. I want women to wear what makes them feel good, not what fits a certain trend or expectation. I recently challenged myself to go makeup-free for a month, and I still posted my usual content. It was hard, but I think it encouraged others.

You don’t need the glam, the glitter, or the filters to feel beautiful. You can be outdoorsy and feminine. You can be modest and confident. You can be you. That’s what I want women to take away from my page.

You can find Justie on Instagram @JustieJFuit.