‘Fandom Fashion’ leads the way in Klarna’s 2023 trend report

Klarna has released what is now its second annual trend report, ‘The Checkout’, in which it has identified ‘Fandom Fashion’ as the defining consumer trend for 2023.

The report, based on the products shoppers have purchased throughout the year, said that data had been driven by the “most dominant pop culture moments” of the period, such as Beyoncé’s Renaissance Tour, Taylor Swift’s Eras Tour and the Barbie movie.

Examples of such movements included a 915 percent YoY increase in the purchase of friendship bracelets amid Swift’s world tour, while rhinestone cowboy hats saw a 1,153 percent purchase rise in August 2023 as Beyoncé continued to embark on her own show.

Speaking on the results, Klarna’s fashion director, Emilia de Poret, noted that fashion and beauty had always played a role in live music, adding: “With out-of-this-world tour wardrobes, custom-made looks that have taken thousands of hours to create, by brands that fans dream of wearing, it’s no surprise that the artists’ stage styles get headlines.”

Tennis skirts and beaded jewellery have their place in the sun

She continued: “This summer’s blockbuster tours are all examples of how artists set the trends for their millions of fans. Pop culture moments that will make fashion history.”

Additional trending fashion items included tennis skirts, which saw a 152 percent increase in global sales, and held a particular place in the German, Swedish, US and UK markets.

Meanwhile, beaded jewellery experienced a 157 percent sales increase, and trended across Italy, France, Poland, Spain and the UK.

Other themes that dominated the year were centred around interior spaces, with the likes of ‘Interior Expressionism’ and ‘Host With the Most’ both referencing the increasing popularity of maximising home spaces and hosting friends among consumers.