Britons are going all out in their fashion choices for concerts, with Lady Gaga’s fans leading the way in style. Recent studies reveal that nearly 30% of fans believe that dressing up enhances the concert experience, and one in four fans feel that the right outfit boosts their confidence.
A significant number, almost one in five, claim that having the perfect look is as important as having a ticket to the show. While many fans enjoy putting together eye-catching ensembles and see concerts as elaborate fashion showcases, some express a desire for easier access to sustainable clothing options for gigs and festivals.
Fans typically spend between £20 to £50 on concert attire, and unsurprisingly, Lady Gaga emerges as the top style icon in music. Fans are twice as likely to emulate her fashion choices compared to those of Taylor Swift, Beyoncé, or Madonna, with her Born This Way era being a particular favorite for outfit inspiration.
To cater to the desires of “Little Monsters,” a new pop-up experience has been launched, allowing fans to emulate Lady Gaga’s iconic looks without breaking the bank. Ticket marketplace viagogo has teamed up with the fashion rental app By Rotation to introduce a special pop-up shop in London featuring outfits inspired by the superstar’s most memorable styles.
The two-day event, named Born To Rotate, will be held in Mayfair shortly before Lady Gaga’s highly anticipated Mayhem Tour in the capital on September 29th. Fans will have the chance to purchase Hollywood-worthy outfits curated by celebrity stylist Rhea Francois, whose clientele includes Maya Jama and Sabrina Elba.
The collection on offer will span Lady Gaga’s career, showcasing red carpet glamour and extravagant stage attire, providing fans with the opportunity to recreate their own Bad Romance moment. Shoppers can enjoy a 15% discount on rentals using the code viagogo, both in-store and online.
Candy Fortescue, head of supply and ticketing at viagogo, stated, “Our goal at viagogo is to ensure that no fan misses out on unforgettable live experiences. We understand that the fan journey is evolving, particularly in terms of fashion choices. This is why we have collaborated with By Rotation to create the ‘Born To Rotate’ collection – a sustainable fashion assortment inspired by the inimitable Lady Gaga. It’s not just about dressing up; it’s about empowering fans to express themselves confidently, affordably, and consciously.”
The Born To Rotate pop-up will take place on September 26 and 27 at The House of ByRo Store on Brook Street in Mayfair, London, from 10 am to 6 pm.