Love story: Taylor Swift’s Eras Tour at Wembley – photo essay

Love story: Taylor Swift’s Eras Tour at Wembley – photo essay

As Taylor Swift’s Eras Tour sweeps across the globe, it’s on track to gross more than $1bn (£770m) by the end of 2024, having already become the first tour to pass that figure last year.

Economists have even started talking about the “Swift effect” or Swiftonomics. Rumour has it that the tour’s impact may have played a role in the Bank of England’s deliberations before cutting its interest rate at the start of this month. With almost 1.2 million fans attending concerts in the UK, each spending an estimated average of £848 on the overall experience of attending the concerts, the surge in spending sparked a short-term bump in inflation.

Taylor Swift fans arriving at Wembley Park station in LondonView image in fullscreen

Sure, there’s a marketing machine running at full steam behind the scenes but Swift has the Midas touch when it comes to connecting with her fans. A decade ago, back when Tumblr was still a thing, she was already mastering the art of fan engagement. Remember “Swiftmas” in 2014? She sent presents to 32 fans.

Nowadays, she’s chatting with more than 280 million followers on Instagram like it’s a casual group text. Didn’t she even say in her documentary that her superfans coined the term Swiftie?

An older man and woman walking up to Wembley in customised sequined and tasselled denim jacketsView image in fullscreen
A concertgoer seen from behind wrapped in a large red and white flag that reads ‘Taylor Swift 2024: Save America Again’View image in fullscreen
Two women pose in front of a giant fanView image in fullscreen
A woman in a starburst tiara holds a bundle of friendship braceletsView image in fullscreen
Closeup of a fan’s clasped hands, with ‘13’ written on the top hand and the arms covered with friendship braceletsView image in fullscreen
Fans, their faces cropped out, sitting on the floor with makeup bags and a pile of friendship bracelets in front of themView image in fullscreen
A concertgoer with her face obscured by a sequined cowboy hat reading ‘Eras tour’. Her white T-shirt reads ‘BUT DADDY I LOVE HIM’ in redView image in fullscreen
A man in a white beaded cowboy hat, red heart sunglasses, and a scarf commemorating the London Eras tour datesView image in fullscreen
A woman in heart-shaped, glittery sunglasses and a multicoloured dress holds a bundle of friendship bracelets and a glitter-fringed garmentView image in fullscreen
Two women in colourful jackets and heart-shaped sunglasses reach towards the cameraView image in fullscreen
Three women in sequined jackets and Sex Pistols-referencing Taylor Swift T-shirts reading ‘God Save the Queen’View image in fullscreen
Young women posing by a sign reading ‘Swiftie Steps’View image in fullscreen
Four fans comparing braceletsView image in fullscreen
Closeup of the hands of a police officer or security guard, wearing friendship braceletsView image in fullscreen
A fan with turquoise hair holds a sign reading ‘Sign my shirt’ holds a pen out to a woman. His white T-shirt is already covered in writingView image in fullscreen
Fans in cowboy hats heading towards the stadiumView image in fullscreen
A woman with a tattooed face, heart sunglasses and a wrist full of friendship braceletsView image in fullscreen
Two fans holding tote bags that read ‘Who needs therapy when you have Tay Tay’View image in fullscreen
Fans leaving the stadium through lit-up billboards, directed by stewards with ‘STOP’ and ‘GO’ signsView image in fullscreen

Source: theguardian.com