How Fandoms Are Driving Today’s Trends

When it comes to trends, consumers have long relied on traditional outlets like magazines and runways to dictate what’s hot and what’s not.

But that dynamic is shifting.

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According to Michele Smith, CEO of The Museum of Pop Culture, fandoms—and the celebrities behind them—are now emerging as “powerful drivers of style.”

“Traditional trend cycles were once dictated from the top down—from runways to magazines to consumers. However, fandoms have flipped that script,” Smith told SJ Denim. “Fans are creating looks on TikTok or at concerts, and brands are the ones trying to keep up. Swifties wearing friendship bracelets or Lambs reviving Mariah [Carey]’s ’90s butterfly motifs aren’t waiting for approval from [magazines] anymore…they’re creating the trends in real time. It’s more participatory, more playful and much faster-moving than legacy cycles.”

Taylor Swift fans show off friendship bracelets.

This fan-led movement is also reshaping which aesthetics dominate the zeitgeist.

According to Krista Corrigan, senior retail analyst at EDITED, Beyoncé’s “Cowboy Carter” tour—which wrapped on July 26 in Las Vegas—has elevated interest in Western themes, with suede fabrics, fringe details and Western boots topping trend forecasts for fall 2025.

Fans embraced the aesthetic with their own flair—from iconic double denim and bootcut jeans to timeless Western shirts, cowboy hats and boots—often customizing looks with rhinestones, embroidery, fringe details and flashy bandana prints.

Fans Attend Beyonce’s “Cowboy Carter Tour” At London’s Tottenham Hotspur Stadium.

Meanwhile, fashion rule breaker Charli XCX and “Revolving Door” singer Tate McRae are keeping Y2K alive in distinct ways.

In fact, EDITED data shows that arrivals of micro shorts and skirts at mass-market retailers have increased 24 percent YoY, thanks in part to the two pop stars. McRae’s influence has also sparked interest in oversized jerseys, baggy jeans, leopard print and ballet sneakers.

Charli XCX fans

Taylor Swift, on the other hand, has “put orange on the map” for FW25, using the vibrant hue throughout promotions for her new album “The Life of a Showgirl,” which dropped earlier this month.

“Since the announcement, several retailers have been investing in and pushing orange in customer emails,” Corrigan told SJ Denim, adding that “the element of glamour and luxurious textures will continue into fall.”

The same phenomenon occurred with the global superstar’s “Eras” tour, where fans curated ensembles that reflected the distinct aesthetics of each album—think sparkly and pastel pieces for the “Lover” and “Speak Now” eras, vintage-inspired red looks for “Red,” boho styles for “Folklore” and “Evermore” and classic cowboy-inspired outfits for “Fearless” and her debut era—all while maintaining a sense of individuality.

“We’re witnessing a transformation of concerts from music events into immersive fashion experiences, where attendees actively contribute to the aesthetic environment rather than just consuming it,” Amanda Cioletti, vice president of content and strategy at Informa Markets Global Licensing Group, told SJ Denim. “This evolution is fundamentally altering how fashion functions in society—it’s becoming less about following rules and more about creative expression, less about exclusivity and more about connection.”

The ’60s have also emerged as a key influence shaping fandom-driven trend choices, propelled by pop princess Sabrina Carpenter.

During her “Short n’ Sweet” tour—which is slated to wrap next month—fans have been mirroring her signature style, donning mod dresses with bold patterns, headscarves, knee-high pastel boots and dramatic eyeliner paired with dainty accessories and feathers.

Sabrina Carpenter

Beyond the classic aesthetic, Carpenter’s “Man’s Best Friend” album—which debuted at number one on the Billboard Hot 100 chart—has also fueled an ’80s revival with a disco-inspired edge. The influence was cemented by her recent VMAs after-party look, where she wore a vintage Cher dress paired with voluminous curls and ’80s-style makeup, according to EDITED.

“The speed at which trends now emerge and spread is remarkable, going from niche community to global phenomenon literally overnight,” Cioletti said. “The emotional dimension of this shift cannot be overstated. Fan fashion creates profound connections, both to admired figures and to fellow community members. When someone wears an item associated with their fandom, they’re expressing their identity and finding belonging. It’s fashion as a form of emotional communication and community building.”