Would you buy a new outfit to wear to a concert?
The answer from many Harry Styles fans, amid his Love on Tour concert set, would be a yes.
Harry Styles is a 27 year old English singer and actor. He began his career in 2010 on the X Factor where he became a member of the boy band One Direction. In 2016, the band parted ways and Harry began his solo music career.
This solo career opened up many paths for the young artist. You may recognize Harry from his vouge cover (or any other number of things honestly), as he was the first male to be given a solo cover and he wore a dress. Harry began to find himself in his sound as a solo artist. The freedom he found in music extended to the clothes he chose to wear and music videos produced.
Harry has now become known as a fashion icon for the current generation. Harry dresses in a way that allows him to express himself by breaking gender norms. He wears pinks, kilts, skirts, lace, patterns, and changes his style to fit where he feels he is at in life. This can be seen through his outfit change at the Grammys. This outfit change was meant to signal the end of the "Fine Line Era," the name of his second album, as Harry moved on to something new.
I know we are all wondering and yes his outfit did cause a spike in people buying feather boas.
Why is this important? Because Harry, whether he knows it or not, whether he intended it or not, has changed the relationship between concerts and fashion. We all see the celebrities and influencers in their multiple outfit at large scale music festivals like Coachella. But now everyday fans are bringing the fashion to Harry Styles concerts. Coachella developed a sense of bohemian, western, neon colored fashion but Love on Tour is developing its own signature looks!
And where can we see this happening the most … well Tik Tok. There are several songs on Tik Tok that are currently trending as fans do transitions to display their Love on Tour outfits. One such sound is "Woman" a clip of Harry Styles song "Woman" that has 17.5 thousands videos. A more impressive number comes from an original sound from the account yemillyavies with 49.4 thousands videos under it. These videos include fans doing simple transitions from "boring" outfits to the exciting new outfit they are wearing to a Harry Styles concert. Here is an example. Fans have gone as far as to call Harry Styles concerts their own "MET Gala".
This is a screenshot of a photo please do not press the play button, it will not work.
These outfit reveals can also be found under the hashtag #hslotoutfit. This hashtag, from August 15th to September 30th had over 37 million views and 7,000 videos published, with the average views per day growing to an average of 1.5 million per day!
This is not the first time we have seen Harry Styles fans adapted Harry's style into their own. People learned to crochet to make their own version, identical or adapted, of a cardigan Harry wore during a performance.
The Groundswell is in full force on Tik Tok with individuals coming together to put trends like this into motion. It is no longer celebrities and influencers who get to enjoy the spotlight on outfits they spend hours planning. Now everyday individuals are turning their special moments into their own fashion shows. The Groundswell is allowing fans to connect online with their own hashtags and videos while also connecting in real life at events like Harry Styles concerts!
So, I am going to ask again, would you buy a brand new outfit to wear to a concert?
(I would if it made Harry Styles notice me)
Hi, Tereza. If I hadn't read your blog post, I wouldn't have known that one direction has been dissolved now. I used to listen to the songs of One Dirence and have some favorite songs. Now the band has been dissolved, which makes me feel a little sad. I am a person who doesn't like parting. It seems that Harry is developing very well now, and he seems to have the talent of attracting spotlight. "Harry's fans have adapted Harry's style into their own style, and people have learned to knit their own version with crochet, which is exactly the same as the cardigan Harry wore in the performance." Then you say, "It's not just celebrities and influential people who enjoy the spotlight of the costumes they spend hours planning." I think of a word, but it is not appropriate, that is, "throwing a brick to attract jade", but of course Harry is not a "brick". Harry used his celebrity appeal to drive countless fans to participate, and then they began to glow, making people pay attention to them and making more people realize Harry's style. I think this may be the Matthew effect. Celebrities are getting more and more attention, and they are becoming more and more famous.
ReplyDeleteHi Tereza，
ReplyDeleteI think I will buy a new outfit to go to the concert. I really like echoing of your questions at the beginning and the end. Gave me a deep impression. I have to say that the influence of celebrities is very effective. As you said, his clothes have led to a surge in people buying feather scarves. Good marketing is to have strong insight and adaptability. Telling stories through celebrities can often achieve huge results that are incalculable. It can greatly reduce marketing costs and expand brand influence. Build a bridge between the needs of the public.
Hi, Teresa, I like your post. In this post, you told us how a famous person influenced the groundswell through social media. Because of the large number of followers, Harry Styles led a wave of fashion in the groundswell. It shows how powerful an action is in the groundswell. Very interesting and amazing.
ReplyDelete