Pop stars and fashion brands, fruitful connections

Paris – Body et bottes strassés: the costume is the most famous from Taylor Swift’s tour opening in Paris, printed in detail with the creations of Versace and Louboutin.

The post-pandemic comeback of mega-concerts, launched by Beyoncé and Taylor Swift in 2023, now represents a coup of projects with lucrative deals between brands and pop stars passing through stage costumes delivered to magazines and blogs. specializations and social work. More “The relationship between intelligence and couture that already exists”, approached AFP by Delphine Pinasa, director of the French Stage Costume Center.

Avant-garde Madonna and her famous signs of Jean-Paul Gaultier in 1990, she is waiting for the stage comedienne Sarah Bernhardt, the premier international “star” at the end of the 19th century, or to lead the music hall in Entre-Deux-Guerres, like Josephine Baker.

Delphine Pinasa identified the acceleration in the years of 1960, pop music, among figures such as Elvis Presley or the Yeeves in France, the emergence of ready-to-wear and the democratization of television. For singers, “habit or accessories are the image of honest exploration and reconnaissance,” detailing the specialists, the miniature noir of Edith Piaf or the fantasy lunettes of Elton John. He believes that, like Lady Gaga, “I also tell a story through the costumes.”

“Exposition”

Du Côté des Marques, like a “fashion phenomenon”. An example of the huge recipe potential: the mirair or rhinestone cowboy headdresses with mobile phone worn by Beyoncé during the Renaissance Tour, in August 2023 in the US and other Western European countries using Klarna’s online payment solution.

Le même mois, Launchmetrics, a technology venture focused on people, valued at $7.7 million the media impact of Alexander McQueen on stage with Queen B and $6.3 million for the grace of Versace and Taylor Swift.

Brands contacted by AFP were unable to provide details of the most trusted cell phone partnerships that work with Beyoncé, which Vogue Business will trust in December. The robe from stylist David Coma was found on the website “épuisée” a day later after the star wore a similar model. And the name of your Instagram followers will increase by 53% in the months when their premiere concert takes place.

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.

“Code messages”

Lord son of the Eras Tour, Taylor Swift multiplies the costumes (13 at Moyenne): balls for country debuts, sequined ensembles for pop productions or steam clothes for folk forays. “On this tour she collaborated with Cavalli, Louboutin, Versace… des marques à la reputation établie qui ont démontré leur capacité à repondre aux de l’habiller pour des concerts,” says Glenys Johnson, author of “Taylor Swift. l’histoire d’une icône mode” (Place des Victoires publications).

In particular, “luxury brands are not the interesting Taylor vehicles that have a presence on the ground, unlike Beyoncé or Lady Gaga, who occupy the position of high gamut and creative people,” tracing Satu Hamienaho-Fox, author of the book “Into the Taylor-Verse. au cœur de l’univers de Taylor Swift” (Gallimard Jeunesse).

“Mais avec son extremely renommée (more than 500 million subscribers of all social networks, NDLR), it is one of the types of institutional classes, without much risk, with laquelle toute marque gagnerait à s’associer.”

It’s safe to say that these shadows are decorations for fans, car la chanteuse les parsème de “code messages.” “I have additional sofa-sous-texts, notes in the choice of colors, which blogs and social networks are a great identifier,” says Satu Hyaminaho-Fox. Ahead of her European tour debut, Taylor Swift releases The Tortured Poets Department, an album inspired by a Victorian gothic aesthetic. “Could you comment on the presenter on stage?” asks Glenys Johnson.

In the second clip, the singer carries an ensemble from America, Elena Velez, who sells certain “sensitivities” with her “after-waking” regimen. Her fans can’t wait to see if this means Taylor will evolve into a more controversial figure, filling out Glenys Johnson. They are part of her voice because of the good girl image of the people who visit her…” . (AFP)