Which Fashion Brands Scored Big At The Super Bowl?

What do the Met Gala and Super Bowl have in common? Evidently, their ability to score big with the latest trends in fashion.

While American football doesn’t typically scream fashion, given its attractiveness to burly, bald, brazen men, this year’s Super Bowl was likened to an S/S 2024 runway headed by the likes of Amiri, Saint Laurent, and Dolce & Gabbana.

Not only were spectating celebs dressed to the nines, but the actual players themselves also had full-looks by Prada, Bottega Venetta and Louis Vuitton to choose from. Not to play in, of course. Though that would make for an even more entertaining watch. Fashion at the Super Bowl was out in full force on the 11th February.

As one of the top 10 most-watched sporting events in the world, the Super Bowl isn’t unfamiliar with the glitz and the glamour that comes with having 123.7 million people watching you. However, this year, it wasn’t only the event’s popularity that had fashion brands scrambling to dress its attendees. Much of this year’s exposure is owed to one lady in particular. 

Taylor Swift’s presence at previous Chiefs games and, of course, the Super Bowl is said to have increased viewership among females by 9%, bringing this year’s total to 49% and presenting a huge opportunity to fashion and beauty brands. As the girlfriend of Chiefs tight-end, Travis Kelce (oh, and one of the world’s most famous celebrities), Taylor Swift caused quite the buzz at the Kansas City Chiefs vs San Francisco 49ers game, generating upwards of $180 million in media impact value (MIV) for the event, despite only appearing on the broadcast for less than one minute. 

Though her romance with Kelce was the talk of the night, there was one other aspect of Swift’s that had the internet looking for a touchdown. Her fashion at the Super Bowl. 

Wearing a corset from Australian designer, Dion Lee, and jeans from New York label, Area, Swift aroused serious increases in MIV for both fashion houses. A 210 percent search increase was prompted for Area over the 48 hours following the Super Bowl, as well as a 311 percent increase in searches for the Area Cutout Embellished Jeans she wore. This caused the jeans to promptly sell out online in both black (worn by Swift) and blue denim.

On a similar note, Dion Lee was quick to share Swift’s corset top on its Instagram page and instantly sold out in every size. According to Launchmetrics, Swift garnered $1.5 million in MIV for the brand and $181,000 MIV for Area. 

Taylor Swift’s impact on fashion brands at the Super Bowl is just the work of one individual. Let’s take a look at what others were able to amass.

FASHION AT THE SUPER BOWL: WHO WERE THE REAL WINNERS?

Travis Kelce X Amiri

The Super Bowl isn’t the first time Kelce’s created a fashion buzz around his name. Partnering with the likes of Kisuper and Collina Strada during the season, he opted for a sparkly Amiri bouclé co-ord for the all important tunnel walk. Fans have even speculated this was a nod to the sorts of pieces Swift wore for the big numbers on her Eras tour. Oh, young love.

It was found that Kelce’s team were the first to reach out to Mike Amiri in the hopes of a collaboration, only a month prior to the Super Bowl. Amiri stated that “it was really organic, which made it extra special” and that “[the collaboration] is a testament to the megastar that Travis is and the relevance of athletes in today’s fashion landscape”. 

The Kelce X Amiri collab sparked a 317 percent increase in searches for the label since the game, as well as $312,000 in MIV so far. 

Usher X Off White

As the star of the Super Bowl halftime show, Usher, of course, adorned several outfits from major fashion houses, including Off White. The singer’s midnight-blue, roller cross outfit was made up of five different pieces and featured 394,000 crystals (another nod to Swift’s Eras tour?). Searches for Off White spiked 13 percent post-Super Bowl, thanks to Usher and his dancers. 

Louis Vuitton X Everyone?

Global fashion house, Louis Vuitton, didn’t hold back this Super Bowl, dressing the likes of Ariana Grance, Cynthia Erivo, Beyoncé, and several members of the Chiefs team. Emerging as a clear winner both inside and outside of the Allegiant Stadium, the label created custom sparkly jerseys for Grande and Eviro in line with the release of the first Wicked trailer, in which they both play the roles of Elphaba and Glinda. 

Beyoncé also announced her brand new, upcoming country album during the halftime show. This provided the clothing brand with an indirect boost, after she wore a custom version of its AW24 Western-inspired men’s collection to the Grammys. As you can imagine, Beyoncé’s images were floating around the internet for days on end after her announcement, providing Louis Vuitton (and any other notable brands who dressed her recently) with organic exposure. 

WHAT DOES THIS YEAR’S FASHION AT THE SUPER BOWL MEAN FOR THE FUTURE OF FASHION MARKETING?

It’s no secret that the Super Bowl has been a long-standing, crucial marketing channel for other industries for decades; check out our list of the top brands who also scored big at the event this year. However, this year, in particular, has spotlighted its potential for the beauty and fashion marketing spaces. 

Without disputing the part Swift has had to play in inducing the hype around this year’s Super Bowl, the fashion expansion into sporting avenues will only continue as we see ambassadors win over menswear and womenswear consumers and fashion brands invest not just in the Super Bowl, but the NFL more widely.

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@ Socially Powerful