Taylor Swift’s Game Day Style Strategy
We love a sporty slideshow.
My first thought when I saw Taylor Swift walk into the Super Bowl Sunday afternoon was: SLIDESHOW. Her ensemble — a crocheted corset top with a Kansas City Chiefs jacket falling oh-so-carefully from her shoulders and black jeans featuring embellished mid-thigh cutouts (?!) — was not exactly expected football fan attire. And yet, her look felt familiar.
While everyone has been (understandably) wrapped up in Taylor’s romance with Travis Kelce, I’ve been keeping an eye on her game day fashion — and the sequential style she has served up these last few months. It’s a strategic use of clothing I like to call “slideshow dressing.”
For those new to the idea, a brief explainer: Imagine you are clicking through an online gallery of someone in a series of outfits (a slideshow, if you will). The savviest dressers will think beyond the individual look and consider how elements of that ensemble speak to earlier ones. They will repeat or riff on similar silhouettes, styles, or colors. It gives the progression a more cohesive feel and helps build a person’s visual brand.
Slideshow dressing is particularly satisfying when there are constants (i.e. the setting, like a football stadium) and constraints (say, a team’s colors) in the equation. Scrolling back through what Taylor wore this season, I spotted several connective threads — an array of black boots, a sprinkling of corsets, a slew of Chiefs merch, and plenty of crush-worthy gold and red accessories.
I also see a welcome evolution. Taylor has long known the ins-and-outs of dressing for public consumption. But this specific style assignment was novel. Picking out something to wear to your new boyfriend’s football games would challenging enough! Then add the gobs of attention her attendance received, fueled in no small part by NFL marketing execs pouncing to promote her appearances.
Over 13 outings, Taylor veered away from the meant-to-wow WAG fashion (shorthand for “wives and girlfriends” of professional athletes — I don’t love the nickname but their influence on style is undeniable. Here’s a primer from 2010). No shade whatsoever to the very bold aesthetic of Brittany Mahomes but I was heartened that Taylor relaxed into what felt like more true-to-her pieces.
The same could be said for the Super Bowl. The game was a star-studded spectacle, set in Las Vegas of all places, where more is always more (ahem, Blake Lively). Still, Taylor looked almost…low key? But mostly: She looked every bit herself, pulling in elements that called back to her earlier looks.
Now that the dust confetti of the big game has settled, I thought it was time to consider Taylor’s first football fan season as a whole. So (very) many thoughts below!
PS: The queen of Taylor Swift style coverage, Sarah Chapelle, has a book coming out this fall. You you can pre-order it here and read my earlier interview with her below.
Taylor Swift’s Game Day Style Strategy
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