Fans aren’t just going to the tour to listen to the music, they’re also going for the outfits
Those attending concerts are adapting their outfits accordingly. Videos on TikTok show fans making their own version of Beyoncé’s Loewe jumpsuit with handprints. For the final leg of Love on Tour shows, Styles fans are customising outfits. Hobbycraft reports page views of its watermelon iron-on patch has increased by 54% in the run-up to the Watermelon Sugar singer’s tour dates in May.
“People are taking in these moments with a level of enthusiasm that probably exceeds what it was pre-pandemic,” says Tiffany Ap, senior correspondent at the Business of Fashion, who has. “Because people have been denied live entertainment experiences for an extended period of time, they’re savouring it that much more.”
David Koma, who created two looks for the Renaissance tour, agrees with this. “The visibility is incredible,” he says. “Social media mentions, digital and print articles, and word of mouth – there’s an immediate rise in interest.”
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