Gymshark unveils workout gear to make Swifties swoon as Eras Tour reached the UK, here’s how to get your hands on it
WITH the concert of the century taking the world by storm, Swifties are going crazy for anything Taylor Swift related.
And now, UK business Gymshark has added to the hysteria as they unveil their take on Taylor Swift‘s iconic Eras Tour outfits.
Getting creative ahead of Taylor coming to London next week, the brand, owned by UK’s youngest billionaire Ben Francis, has released a collection of outfits inspired by the star.
And the best part? You can get a hold of one of the items this week as excitement builds.
The brand created five outfits, from her glitzy 1989 co-ord to her snakey Reputation jumpsuit using their current designs and getting creative.
It comes as many Swifties have taken to DIYing their own outfits for the tour – from bejewelled Lover leotards to recreating her Evermore floral dress for the Grammies.
Clearly inspired by the creativity, Gymshark set about creating their own by tearing up leggings and long-sleeved shirts to create the Reputation playsuit.
They even paired a navy workout top with micro-shorts to recreate her stunning Midnights leotard.
And of course, they couldn’t miss out her latest addition to the tour, her Tortured Poets Department white dress.
But that’s not all, the brand has also given her infamous ’22’ T-shirt their own twist.
The T-shirt which comes from her Red album, has been redesigned to read ‘I bet you think about gym,’ a play on her song ‘I bet you think about me.’
And now, Swifties can grab it for themselves for a limited time only.
The T-shirt which would look great in the gym or to wherever you fancy can be picked up form today at Gymshark’s Regent Street store in London.
Emily Lorimer, Head of Social at Gymshark, said: “We couldn’t let arguably the biggest cultural musical moment of 2024 pass without getting a little bit involved.
“We know there are legions of Swifties in our community that love both fitness and Taylor, so we thought ‘why not do something responsive that ticks both boxes’. For the record, we are always in our gym Era though.”
They aren’t the only UK store to be taken over by Swifties.
Is Taylor Swift's Eras merch worth the price tag?
AHEAD of going to see Taylor in action, Fabulous Digital Writer Leanne Hall weighs in on whether the merch is really worth the price tag:
“As a 29-year-old Swiftie who made it to the top 0.1% of Taylor listeners on Spotify last year, you could say I’m very excited to see her on the Era’s Tour in London later this month.
“With the three-hour long set list, there’s no surprise Taylor was named Time Magazine’s Person of the Year and fans lucky enough to get tickets know they’re about to watch the concert of the century.
“The Eras Tour catapulted the singer/songwriter into the billionaires club, and it’s no surprise when some UK tickets were going for almost £700 a pop.
“While tickets were expensive, her merch isn’t far off what most artists price their stuff at, and I for one will be spending hundreds to get my hands on sweaters and T-shirts from the tour.
“While £70 for a hoodie would make me think twice if I was shopping in a store, this isn’t a regular hoodie.
“Yes, you’ll look fabulous heading to the shops in it, but it’s also a piece of the day you get to keep forever to look back fondly on, and for me and many other Swifties, no price tag can match that.”
Fans have dedicated so much time and money to getting the perfect outfit for the show that DIY and trade retailer Wickes has had to stock up on an essential DIY tool.
Sales of the glue gun have soared by 20% compared to this time last year.
With over 76,000 videos under the #erastouroutfits’ on TikTok, it comes as no surprise that fans of the ‘Love Story’ singer are flocking to get their hands on DIY equipment such as glue guns to finesse the perfect ‘Era’s Tour’ look.
Shelley Allison, Head of Marketing at Wickes, said: “This is a massive jump in sales, and we expect it to increase more when Taylor Swift starts her UK leg of the tour.
“We’re making sure we have plenty of stock for this and of course, welcome swifties into our store for all their DIY-ing costume needs!”
Making sure the whole room shimmers with their DIY outfits, shoppers can pick up the General Purpose Glue Gun Kit for just £16.50 at Wickes.
The glue gun is ideal for beginners, and can be used for clothes, shoes, concert signs and posters.
It also comes with six glue sticks and a support stand so you can bedazzle for hours.
