YOOX is rodeo ready as it delivers a new style guide. Taking to the open range, the retailer enlists the help of model Louis Baines. Making a case for contemporary western style, Louis warms up to modern designer interpretations on the timeless aesthetic. Front and center, he wears brands such as Valentino. Louis not only dons key items such as the western shirt and denim but must-have accessories too. Stepping out, Louis wears Brunello Cucinelli suede boots, while keeping time with a Gucci watch.