Swifties -What’s Your Era?
© Dougie WallaceAs Taylor Swift’s Eras Tour sweeps across the globe, it’s on track to gross over $1 billion by the end of 2024. Economists even started talking about the "Swift effect" or Swiftenomics. Rumour has it that the tour's impact might have played a role in the Bank of England reportedly held off on an August interest rate cut. With 1.2 million fans attending concerts in the UK, each spending an estimated average of £848 on the overall concert-attending experience, the surge in spending sparked a short-term bump in inflation. And while Taylor’s busy taking over the world, her latest album is conquering the charts in more than 25 countries. Her songs explore universal themes of love, heartbreak, and self-discovery, like the songs of many artists of her generation and prior. However, only a handful of artists manage to create such a powerful point of identification. The cultural impact of this tour is so profound that it’s practically made the globe smaller—or at least brought it under one giant Swiftie flag.
Sure, there’s a marketing machine running at full steam behind the scenes but Taylor’s got the Midas touch when connecting with her fans. A decade ago, back when Tumblr was still a thing, Taylor was already mastering the art of fan engagement. Remember ‘Swiftmas’? She sent presents to 32 fans. Nowadays, she’s chatting with over 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? (which she then copywrited in 2017) This era isn’t just about Taylor—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. These aren’t just costumes; they’re a celebration of the connection fans feel to Taylor and her work. Every one of Taylor’s musical eras has inspired a distinct style, embraced by fans with enthusiasm. They have created a vibrant fashion culture that mirrors the evolution of their idol.
The authenticity of that 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 to the fan community. Concerts are where Swiftie fandom truly shines. As fashion and music are inseparable for Taylor, this combo plays a crucial role in shaping the story of this generation’s most influential artist. Attending a Taylor Swift concert isn’t just about hearing the music; it’s about cosplaying your favorite Taylor era. Fans arrive decked out in elaborate, era-specific outfits. From the cowboy boots of Fearless to the edgy black leather of Reputation, the vintage glam of 1989, the pastel dreaminess of Lover, or the cosy cottage-core vibes of Folklore, or a prom dress that recalls “You Belong With Me, the outfits are as iconic as the songs themselves.Taylor Swift's slogan T-shirts often feature memorable lyrics, quotes, and phrases from her songs, albums, or public statements. They've become a popular way for fans to express their connection to Taylor Swift's music and persona. That’s without mentioning the ‘long suffering’ dads, a stand-alone T-shirt-wearing segment of concertgoers, with slogans usually to do with ‘forking out’ the money for the concert. Alternatively, dads get a shout-out in the form of another popular slogan ‘But daddy, I love him’. Her lucky number is 13, inked on her fans' hands.
The handmade friendship bracelets inspired by Midnights are a story in their own right. Nothing says “Swiftie for life” like trading homemade jewellery with strangers. The DIY aspect of Swiftie fashion is particularly striking. Fans pour their creativity into hand-painting jackets, customizing trainers, and crafting accessories that incorporate lyrics, song references, and imagery from Taylor’s discography. Some are outright funny – like the guy wearing a plain white T-shirt with hand-written words to the tune of ‘he’s looking for a ticket’. Others have resorted to DIY placards in a desperate attempt to get in. Tickets are sold out. It’s a well-known fact that one can’t get a ticket for love or money – and even that shortage has become a communication currency. It’s become an internal joke.
In the Taylor Swift Era, fashion isn’t just about clothes—it’s about living the stories and emotions Taylor’s music brings to life.
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