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This year has been a remarkable one for fans of pop music, marked by the rapid ascent of Chappell Roan and her hit anthem “Hot To Go,” alongside Beyoncé‘s innovative track “Cowboy Carter.” The summer was also filled with exciting international tours that dominated our social media feeds and contributed significantly to global economies.
The buzz surrounding fashion choices during these concerts reached new heights as Taylor Swift‘s Eras Tour, along with Charli XCX and Troye Sivan‘s “Sweat” Tour, as well as Sabrina Carpenter‘s “Short n’ Sweet” Tour, traveled across the globe. These events not only served as major cultural milestones but also presented significant marketing opportunities for fashion brands. In response to this trend, data from Launchmetrics analyzed how these tours influenced the visibility of featured fashion labels.
Taylor Swift’s Eras Tour stands out as the highest-grossing tour in history and is set to conclude this December after showcasing an array of custom outfits. Fashion plays a crucial role in her performances, where she seamlessly transitions through different album eras. Styled by Joseph Cassell, she begins with her “Lover” era in dazzling custom bodysuits from Versace, before moving into the “Fearless” segment adorned in a bespoke mini dress by Roberto Cavalli.
Throughout her tour, Swift generated an impressive $6.3 million in media impact value (MIV) for Versace and $4.9 million MIV for Roberto Cavalli Couture based on data collected between May 17 and July 27, 2023. Additionally, she collaborated with Roberto Cavalli on some striking bodysuits featuring shimmering serpentine designs from her “Reputation” era and vibrant two-piece fringe sets from her “1989” collection that change colors throughout different shows.
During the “Midnights” section of her performance, Swift showcased designs from Zuhair Murad Couture, which earned $2.3 million MIV through midnight-blue bodysuits embellished with intricate beading patterns along with silver star motifs and cut-out details.
Kicking off their joint “Sweat” Tour this September following a successful summer season is Charli XCX alongside Troye Sivan—styled respectively by Chris Horan and Marc Forné—who quickly enchanted audiences within a club-like atmosphere. They launched their tour wearing matching ensembles from Acne Studios, resulting in $643K MIV for the brand; it’s no wonder Charli XCX has become the face of Acne Studios .
A standout moment came when Alexander McQueen claimed top honors during the “Sweat” tour’s fashion segment with $681K MIV attributed to Charli XCX’s flowing white dress designed by Seàn McGirr . The tour also highlighted luxury brands such as Saint Laurent (earning $120K MIV), Gucci (with an impact value of $85K), along with Luar ($53K MIV).
Sabrina Carpenter’s flirty “Short n’ Sweet” Tour features sparkling mini dresses paired beautifully with lingerie-inspired pieces—a perfect match for brand placements like Victoria’s Secret. Styled by Jared Ellner , Carpenter dazzled audiences while generating an impressive $747K MIV for Victoria’s Secret through custom bedazzled bustiers paired elegantly with sheer slips complemented by lace stockings across various color palettes.
The rising star also showcased emerging designer Ludovic de Saint Sernin’s sparkly halter-neck two-piece sets on stage which brought home another notable contribution worth $578K in MIV for his label; additionally wearing unique lace capri-length bodysuits designed by Patou resulted in another significant impact valued at approximately $213K.
The expansive reach afforded to contemporary pop artists means that global tours provide unparalleled access to vast audiences who closely follow every outfit change made during performances—effectively transforming these events into extensions of runway showcases where brands can market their latest collections creatively.
Sabrina Carpenter’s Short n’ Sweet Tour Highlights:
- Victoria’s Secret: $747K MIV
- Ludovic de Saint Sernin: $578K MIV
- Patou: $213K MIV
Charli XCX & Troye Sivan’s Sweat Tour Highlights:
- ALEXANDER MCQUEEN: 681k miv
- ACNE STUDIOS : 643k miv
- IAn CHARMS :246k miv
- Saint Laurent :120k miv
< li >(di)vision :95k m iv< br />
< li>DILARA FINDIKOGLU :90 k mi v< br />
< li >GUCCI :85 k mi v< br />
< li>Luar :53 k mi v< br />
< l i >ANN DEMEULEMEESTER :42 K MI V
< l i >ALLED-MARTINEZ:< b r/>23 K MI V< l i>MIISTA:< b r/>19 K MI V
< l i>DAVID KOMA:< b r/>17 K MI V
< u l >< h 3>TAYLOR SWIFT’S ERAS TOUR (DATA FROM 2023)< p >< u l >< l I >< b R />VERSACE:$6 .M IV
$4 .9M IV
$2 .M IV
$5 .8M IV
$5 .8M IV
AHEAD , SEE WHICH BRANDS GARNERED THE MOST VIA STRATEGIC PLACEMENTS ON INTERNATIONAL TOURS , ACCORDING TO LAUNCHMETRICS DATA .
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