The return of megaconcerts of stars like Beyoncé y Taylor Swift Not only is it a box office success, but it involves an entire strategic alliance with fashion and trend creators.
The costumes worn on stage allow designers to obtain massive publicity.
Madonna’s conical breasts, for example, helped make French designer Jean Paul Gaultier a worldwide name in the early 1990s.
From Edith Piaf’s little black dress to Elton John’s extravagant glasses and David Bowie’s galactic wardrobe, many music stars want to communicate with their clothes.
A pop star endorsement can have an immediate impact on a brand’s turnover.
Sales of rhinestone cowboy hats increased more than 1,600% after Beyoncé wore one to her Renaissance World Touraccording to the Klarna platform.
Data specialist platform Launchmetrics estimated that Alexander McQueen saw its sales volume increase by $7.7 million thanks to his outfits designed for Beyoncé, while Versace’s sales increased by $6.3 million thanks to Swift.
Designer David Koma told Vogue that one of her dresses sold out in one day after being worn by Beyoncé, while her followers on Instagram suddenly increased by 53%.
For us the goal is not really sales, but the image and publicity that comes with aligning with a major artist who looks good in our clothes and fits our aesthetic,” explained Dsquared2 designers Dean and Dan Caten, who have Beyonce dress.
EXTREME FAME
Swift wears an average of 13 outfits each night of her The Eras Tourwhose European stage began on Thursday in Paris.
The costumes include ballgowns for the country section, sequined ensembles for the pop hits, and floaty dresses for their forays into folk.
High fashion brands such as Cavalli, Louboutin and Versace collaborated with the project, although initially the choice was not so clear.
“Luxury designers were initially not so interested in associating with Taylor because her presentation as a pop star was simpler, unlike Beyoncé or Lady Gaga,” explains Satu Hameenaho-Fox, author of Into the Taylor-Verse.
But the level of his fame has become so extreme that he has risen to the pantheon of great American composers. Without being very bold in her style, (Swift) has become almost a symbol of elegance, and any brand benefits from being associated with her, explains this expert.
Like everything Swift, her fans break down each outfit for coded messages.
Swifties are eager to see how he performs songs from his new album The Tortured Poets Department.
The 34-year-old singer embraces a Victorian gothic aesthetic on the album cover.
Intriguingly for many Swifties, in the video for the new song Fortnight She wears clothes by the young American designer Elena Velez, who has caused controversy with provocative tricks.
Does that mean Taylor is moving into a more controversial figure space?” asks Glenys Johnson, author of Taylor Swift: The Story of a Fashion Legend.
The lyrics on her last album were a lot about wanting to move beyond the good girl image she has. “We Swifties are eager to see if this means Taylor evolves into a more controversial figure,” adds Johnson.
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2024-05-12 14:48:37