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‘Go Taylor’s Boyfriend’: the Super Bowl gear for Swifties sweeping Etsy and TikTok


Smart-thinking merch sellers have created fashion’s latest collection: apparel for NFL fans brought to the game by Taylor Swift’s relationship with Kansas City Chiefs star Travis Kelce

After American football team the Kansas City Chiefs knocked out the Baltimore Ravens 17-10 to reach the Super Bowl, Alessandra Madrid began shopping for an outfit. Etsy and TikTok Shop sellers can rapidly react to cultural moments in ways traditional manufacturers can’t “There’s definitely a parasocial aspect to their relationship because they are heavily invested in Taylor’s romantic life,” Lorynn Divita, an associate professor of apparel design and merchandising at Baylor University, says of the megastar’s fans. During the first leg of Swift’s ongoing Eras Tour, many concertgoers wore outfits inspired by the singer, including New York University graduation gowns in honour of the commencement address she gave at the school in 2022.

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