Brits are pulling out all the stops when it comes to concert fashion – and fans of Lady Gaga are topping the style charts. New research shows that nearly a third of fans believe dressing up makes a gig more special, with one in four stating the right outfit boosts their confidence.
Almost one in five even believe that having the perfect look is as crucial as having a ticket. Many admit they typically spend between £20 to £50 on concert outfits, while one in four fans view concerts as full-blown fashion shows. Yet, while most fans relish assembling eye-catching outfits, 14 per cent wish it were simpler to purchase or rent sustainable pieces for gigs and festivals.
Now, Little Monsters can dress like their idol – serving show-stopping looks without breaking the bank – thanks to a new pop-up experience.
Unsurprisingly, Lady Gaga has been crowned the biggest style inspiration in music, with fans twice as likely to emulate her looks compared with those of Taylor Swift, Beyoncé or Madonna. And it’s no coincidence that her Born This Way era ranks as a firm fan favourite for outfit inspiration.
Ticket marketplace viagogo has partnered with fashion rental app By Rotation to launch a special pop-up shop in London offering outfits inspired by the superstar’s most iconic looks.
The two-day event – dubbed Born To Rotate – will take place in Mayfair just days before Gaga brings her eagerly-awaited Mayhem Tour to the capital.
Fans will have the opportunity to purchase Hollywood-worthy outfits curated by celebrity stylist Rhea Francois, who counts Maya Jama and Sabrina Elba among her clientele.
The items on offer will span Gaga’s career, from red carpet glamour to outrageous stage attire, with the goal of allowing fans to recreate their own Bad Romance moment.
Shoppers can also secure a 15% discount on rentals using the code viagogo, both in-store and online.
Candy Fortescue, head of supply and ticketing at viagogo, added: “At viagogo, where fans find tickets to the events they love, our mission has always been to ensure no one ever misses out on unforgettable live experiences.
“But we recognise that the fan journey is evolving, especially when it comes to what they wear.
“That’s why we’ve partnered with By Rotation to create the ‘Born To Rotate’ edit – a curated, sustainable fashion collection inspired by the one and only Lady Gaga.
“It’s not just about dressing up; it’s about helping fans express themselves confidently, affordably, and consciously.”
The Born To Rotate pop-up will be open on 26 and 27 September at The House of ByRo Store on Brook Street in Mayfair, London from 10am to 6pm.
Gaga’s Mayhem Tour kicks off on 29 September, with tickets available now on viagogo.
