Britons are going all out in their choice of attire for concerts, particularly fans of Lady Gaga who are setting the trend in fashion. Recent studies reveal that nearly one-third of concert-goers believe that dressing up enhances the concert experience, with a quarter stating that the right outfit boosts their confidence.
A significant number of attendees, almost one in five, consider having the perfect concert look to be as important as having a ticket itself. While many fans enjoy putting together eye-catching outfits, some express a desire for easier access to sustainable clothing options for concerts and festivals.
Fans typically allocate between £20 to £50 for concert outfits, and it comes as no surprise that Lady Gaga is the top style icon in the music industry. Fans are twice as likely to emulate her fashion choices over those of Taylor Swift, Beyoncé, or Madonna. Lady Gaga’s Born This Way era stands out as a favorite among fans for outfit inspiration.
To cater to avid fans, a new pop-up experience called “Born To Rotate” is now available, allowing Little Monsters to emulate their idol’s iconic looks without breaking the bank. This initiative is a collaboration between ticket marketplace viagogo and fashion rental app By Rotation, featuring outfits inspired by Lady Gaga’s most memorable styles.
The two-day event, known as Born To Rotate, will be held in Mayfair shortly before Lady Gaga’s highly anticipated Mayhem Tour in London on September 29th. Fans attending the event will have the chance to purchase Hollywood-worthy outfits curated by celebrity stylist Rhea Francois, who has styled celebrities like Maya Jama and Sabrina Elba.
The range of outfits available will span Lady Gaga’s career, from red carpet elegance to bold stage costumes, allowing fans to recreate their own memorable fashion moments, such as the iconic Bad Romance look. Shoppers can also enjoy a 15% discount on rentals using the code “viagogo,” both in-store and online.
Candy Fortescue, head of supply and ticketing at viagogo, emphasized the evolving fan journey and the importance of self-expression through fashion. The partnership with By Rotation aims to offer a sustainable fashion collection inspired by Lady Gaga, enabling fans to express themselves confidently, affordably, and consciously.
The Born To Rotate pop-up event 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.