The Swift Effect

Searches for ‘red sweater’ have spiked by 300% worldwide after Taylor Swift’s appearance at the latest Chiefs game.  

The study by Boohoo found that Taylor Swift’s game day outfits continue to inspire fans, with global searches for ‘red sweater’ surging during the Chiefs' crucial AFC Championship Game with the Ravens in Baltimore on Sunday, January 28th.   

Swift was spotted donning a $695 red sweater from friend Gigi Hadid’s knitwear label Guest In Residence. The singer kept it simple, pairing the sold-out oversized cherry red crew neck with a black coat.  

Hadid even made a comment about the outfit on her Instagram story, calling it a “lucky sweater” after Travis Kelce and the Chiefs secured their spot at Super Bowl LVIII.  

Swift completed the game day look with her signature red lipstick, with global searches for ‘red lipstick’ also shooting up 334% during the game. She was joined by Cara Delevingne, who also cheered the Chiefs on to victory in a large red hat. 

The ‘Red’ singer’s game day outfits have been the topic of discussion over the last few months, with her fluffy red coat sparking interest online and comparisons to a similar coat worn by Patrick Mahomes’ wife, Brittany Mahomes. Additionally, Google searches for ‘red coat’ spiked on December 3rd following Taylor’s appearance in the stunning Stella McCartney coat at the Chiefs-Packers game.  

Commenting on the findings, a spokesperson from Boohoo said: “Taylor’s game day fashion has been a source of inspiration for many fans as revealed by the huge spikes in interest following her high-profile appearances supporting boyfriend Travis Kelce.” 

“Taylor and the Chiefs are truly a perfect match. The star’s iconic connection with the color red has made for some truly stunning game day styles that will hopefully inspire many fans. It will be fascinating to see if Taylor continues to go for a more relaxed look for the Super Bowl featuring her signature color, or if she will tease fans further with a Reputation-coded outfit.”