Pop stars and fashion brands: fruitful connections

From Elton John to Taylor Swift as Madonna, celebrities are always raving about high fashion brands. A profitable partnership for everyone. Analyze.

Bodysuit and shoes with rhinestones: a celebrity costume on Taylor Swift’s tour, which was in Paris in late autumn, imprime in the retinas of the creations of Versace and Louboutin. The post-pandemic comeback of mega-concerts, launched by Beyoncé and Taylor Swift in 2023, also includes a successful project of lucrative deals between brands and pop stars, passing through stage costumes delivered to magazines, niche blogs and stores. society.

Also “The relationship between intelligence and couture, which exists above all,” by rapper Delphine Pinasa, head of the French Stage Costume Center. Avant Madonna et ses seins coniques, signed by Jean-Paul Gaultier in 1990, il y avait notamment la comédienne de theater Sarah Bernhardt, premiere of the “international star” at the end of the 19th century^And siècle, or leading the music hall between the wars, like Josephine Baker.

Delphine Pinas identifies the acceleration after the 1960 anniversary, pop music, with figures such as Elvis Presley, or the encore of les yéyés in France, the emergence of ready-to-wear and the democratization of television. For singers, “habit or accessories are the image of a fair of knowledge and intelligence,” detailing the specialists, Edith Piaf’s miniature noir or Elton John’s dreamy lunettes. He believes that, like Lady Gaga, “I also tell a story through the costumes.”

Du Côté des Marques, about the “fashion phenomenon”. An example of huge prescription capacity: mirair or rhinestone cell phone cowboy hats worn by Beyoncé during the Renaissance Tour increased by 1,601% in the US and other Western European countries in August 2023 using Klarna online. payment solution. Le même mois, Launchmetrics, a technology enterprise focused on people, estimated at $7.7 million the media impact of Alexander McQueen receiving “Queen B” on stage, and $6.3 million for the grace of Versace and Taylor Swift.

Une sorte d’institution classe, sans être trop audacieuse

No list of brands we’ve contacted would be complete without details of the most trusted carrier partnerships that work with Beyoncé and trust us. fashion business in December 2023. Ainsi, a robe by stylist David Coma, was found on the website épuisée a day after the star wore a similar model. And this name of your Instagram followers increased by 53% at our premiere concert.

The Dsquared2 brand also benefits from this fame. “Pour nous, l’objectif n’est pas vraiment les ventes mais l’image et l’exposition qui découlent de l’association avec une artiste Majeure,” explained designers Dean and Dan Caten. Lors de son Eras Tour, Taylor Swift multiplies the costumes (13 en moyenne): ballgowns for her country debuts, sequined ensembles for her pop productions or smoky dresses for her folk forays.

“On this tour he collaborated with Cavalli, Louboutin, Versace… Brands à la reputation établie qui ont démontré leur capacité à répondre aux request de l’habiller pour des concerts,” says Glenys Johnson, author of the book Taylor Swift, the history of the iconic image (Place des Victoires publications). Purtan, “Luxury brands are not the interesting cars Taylor Swift has on earth, unlike Beyoncé or Lady Gaga, who have the highest position and creative vision,” follow Satu Haminaho-Fox, autrice from In the Taylor-Verse, in the heart of the Taylor Swift universe (Gallimard Jeunesse).

“Mais avec son extrême renommée (NDLR: plus 500 million social media subscriptions), this is the place where a kind of class of institutions is located, without suspicion, with laquelle toute marque gagnerait à s’associer.” Because these shades are emblazoned with the names of their fans, with chanteuse parsème meaning “coded messages.” “I already have more sou-text sofas, but not in the color choices, and blogs and social media are a great identifier,” says Satu Hyaminaho-Fox.

Before Taylor Swift’s European tour debut in her album Department of Martyred Poets Victorian gothic aesthetic. “Could you comment on the presenter on stage?” asks Glenys Johnson. In the second clip, the singer wears an ensemble from American Elena Velez, who sells certain “sensitivities” with her “after-wake-up” regimen. His fans can’t wait to see if this means he’ll turn into a more controversial figure, including Glenys Johnson. They are part of the album vouloir aller au-delà de ce que les gens helpent d’elle, avec sone image de bonne Girl…”.