- by cnn
- 22 Sep 2023
What's the dress code of Summer 2023? Call it TikTok-approved coastal cowgirl aesthetic. Or, in other words, the Taylor Swift look.
With the superstar entertainer pulling in record-breaking crowds for "The Eras Tour," retailers across the country are marketing to "Swifties," aggressively and inventively, as her 52-stadium tour hits their towns.
Women's clothing-company founder Taylor Johnson said that, from one Taylor to another, she owes Swift a big "Thank You" for going on tour again and making sparkly sequined dresses, cowboy hats and rhinestone boots massively saleable. "This has become a wild year already for us because of Taylor Swift," said Johnson, CEO of Hazel & Olive.
One of their dresses in particular, called The Eras Sequin Fringe Dress, which retails for $129, is on fire. "Our phones have been blowing up and we've been getting hundreds of calls and Instagram messages about that dress," she said.
Francesca's, a fashion chain with 454 boutiques nationwide, expected Swift's tour to have an impact. But ruffle, prairie, babydoll and bow-back style dresses get a 30% jump in sales at the stores when Swift is in town, said Leanne Neale, vice president of concept and creative with the Houston company.
Trendy clothing chain Altar'd State has proactively gone all-in on Swift mania by curating looks from its collection for every one of the Swift albums. "Enter your Era," it invites.
Swift's "The Eras Tour," was infamous before it even began. The concerts were so wildly anticipated that ticket presale on Ticketmaster became a highly publicized debacle. Ticketmaster blamed extraordinary demand for crashing its website and eventually canceled ticket sales to the public. Many were left without a ticket even after purchase.
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