Scottish photographer Dougie Wallace documented the Swifties from the UK and beyond decked in their finery to see their hero perform
As Taylor Swift’s Eras Tour sweeps across the globe, it’s on track to gross more than $1bn by the end of 2024, having alreadyin the Bank of England’s deliberations before cutting its interest rate at the start of this month. With almost 1.2 million fans attending concerts in the UK, each spending an estimated average of £848 on the overall experience of attending the concerts, the surge in spending sparked a short-term bump in inflation.
Sure, there’s a marketing machine running at full steam behind the scenes but Swift has the Midas touch when it comes to connecting with her fans. A decade ago, back when Tumblr was still a thing, she was already mastering the art of fan engagement. Remember “Swiftmas” in 2014? Nowadays, she’s chatting with more than 280 million followers on Instagram like it’s a casual group text. Didn’t she even say in her documentary that her superfans coined the term Swiftie?‘The authenticity of the fan community is fascinating from a social-documentary, photographic point of view. It is a world in its own right. It has its own language and codes that proudly suggest belonging.’
‘The handmade friendship bracelets inspired by Swift’s album Midnights are a story in their own right. Nothing says “Swiftie for life” like trading homemade jewellery with strangers.’era, fashion isn’t just about clothes – it’s about living the stories and emotions her music brings to life.’‘This era isn’t just about Swift – it’s about the fans. Swifties don’t just listen to the music; they wear it. They’re like living, breathing Taylor Swift mood boards.
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