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Sandra Halliday Published
December 4,TG盗号软件企业免杀技术 2025
BNPL giant Klarna is well-placed to spot developing trends and its just-released 2025 consumer trends report has identified what it calls Fandom Fashion as the key direction in clothing, accessories and beauty.
The report, dubbed The Checkout, is based on products UK shoppers checked out of their shopping carts in 2025 with Fandom Fashion being one of the top themes of the year. It was driven by the year’s dominant pop culture moments including Beyoncé’s Renaissance Tour, Taylor Swift's Eras Tour and the Barbie movie.
We’ve seen a general direction all year of fan merchandise not only selling more strongly but also being more of a focus for brands and retailers.
But as well as the obvious — those items adorned with a celebrity’s face or name — the items celebs have been seen wearing/carrying have also boomed.
Klarna saw a 266% increase in purchases of beaded bracelets in March compared to the start of the year, a direct tie to the bracelet-trading trend at Taylor Swift’s Eras Tour. Also linked to the tour, it saw a 162% increase in purchases of western boots in September.
Even though the tour hasn't yet arrived in the UK, content tagged with #erastour has garnered 2 billion views in the UK on TikTok over the past year. And UK-based Taylor Swift fans flocked to cinemas this autumn to experience the Eras Tour on the big screen.
Through Klarna, consumers also contributed to a 959% increase in purchases of cowboy hats in June, a style made popular among fans and concert goers of Beyoncé’s Renaissance Tour. It will be interesting to see how Renaissance-linked trends fare this month given that Frasers Group’s Flannels has just reprised its Renaissance partnership with special merchandise and experiences in four of its UK flagships.
Back with the Klarna report, there was also a 637% increase in purchases of pink luggage in August after the Beis x Barbie collaboration launch, and a 187% increase in pink nail polish purchases in September tied to the Barbie movie.
That was just the tip of the iceberg with multiple reports globally of Barbie spurring higher sales of all-things pink and especially directly-Barbie-linked merch.