“This kind of project always has a great impact on the general public. In the case of Taylor Swift, this is even more evident given her international influence,” says Italian designer Alberta Ferretti, who designed several of the flowing dresses from the 'Folklore'/'Evermore' era. “Creating the outfits for The Eras Tour has yielded tangible results, both in terms of social media engagement (posts related to this project were the most successful this year) and traffic to the brand's e-commerce from US users. The US market has gradually become our largest market in terms of revenue, recording a 34% growth year-on-year, surpassing the Italian market.”
The power of empathy
And it's not just Swift's onstage moments that are boosting the brand's popularity: Alongside touring, she's released an album over the past year, re-released previous albums (“1989” and “Speak Now”), and entered into a high-profile romantic relationship with Super Bowl winner Travis Kelce.
Unlike her pop contemporaries, such as Charli XCX and Dua Lipa, who are so committed to fashion and a particular aesthetic that they regularly work with cool, young designers and attend fashion weeks, Swift isn't necessarily known as a “fashion girl.” But she's seen as more approachable and accessible because of it, and her devoted fanbase drives every label she's involved with. And amid numerous discussions and deep dives by Swifties (as her fans are known) on TikTok, X, and Instagram, her departure from expertly defined (and often controlled) fashion and beauty brand deals has made her stand out in the celebrity arena where she's trying to make it big.
“Taylor Swift is dedicated. Her music and touring are her trademark and her total focus.” Perfect Magazine Founder and stylist Katie Grand said: “While other artists promote products and brands, Swift is betting on the edgy core of her music first and foremost.”
During awards season earlier this year, Swift's red carpet attendance generated a record $319.2 million in MIV, making her the most-mentioned celebrity across the six major awards ceremonies in 2024 (Golden Globes, Critics' Association Awards, Emmys, Grammys, Screen Actors Guild Awards and Academy Awards), according to LaunchMetrics.
At the 2024 Grammy Awards alone, Swift's custom all-white Schiaparelli red carpet gown brought in $6.8 million for the brand (the highest grossing of the entire awards show). After the 2023 ceremony, her all-blue sparkling Roberto Cavalli look brought in nearly $3 million. During her appearance at this year's Super Bowl in Las Vegas, she created a social media buzz, driving over $180 million in MIV, a staggering 23% share of the event's total value. Swift was on screen for less than a minute during the entire event.
Swift's genius
One of the reasons Swift is so influential is that it's baked into her artistic persona. The singer is famous for using fashion as a clever way to communicate with fans about her next moves. Each outfit, accessory or visual clue, called an “Easter egg,” holds a meaning that points to her upcoming projects and musical future, keeping her fanbase on edge while encouraging micro-level analysis. “I love communicating through Easter eggs,” Swift said. Entertainment Weekly“I think the best messages are cryptic.”
