Similarly to how TV shows continue to have a major impact on youth-driven fashion trends, popular musicians and their performance looks (including concert, music video and album art styling) are important for brands to watch. Nasty Gal and Asos have curated sections on their sites that aim to make finding a concert-appropriate outfit easy, as does rental platform Bipty, but there are other avenues to pursue.
Sustainability is one aspect – consider eco-friendly alternatives to sequins and feather boas, or explore the potential in dedicated resale and rental platforms for attendees. Fan creativity is another – worth engaging, where possible, via DIY tutorials (think JW Anderson’s knit pattern) or a deadstock donation.
It’s vital brands recognise the vast opportunity in, and the influence of, tentpole pop culture and media events beyond branded merchandise. Think of concerts in terms of Halloween, where instead of asking: “What are you dressing up as?”, attendees are wondering which Beyoncé lyric, Taylor Swift ‘era’ or Harry Styles photoshoot to recreate. This goes beyond music events: expect to see expressive dress-up at screenings of Greta Gerwig’s highly anticipated Barbie movie this summer.