a capsule with Taylor Swift

When merchandising looks like a podium … American singer Taylor Swift has announced the launch of a series of ready-to-wear pieces in collaboration with British designer Stella McCartney.

A collection to accompany the launch of “Lover”

It’s certain Instagram Live that the singer with 118 million subscribers has announced this partnership of a new kind: the release of her new album “Lover”, scheduled for August 23, will be accompanied by a high-end wardrobe branded Stella McCartney .

“Stella is a longtime friend and a woman I respect enormously: I respect both what she creates and the way she does it. There is so much fantasy, imagination and love in the design of his pieces. I wore a lot of her designs recently, she listened to the new album, Lover, and this new collaboration is inspired by the latter ”.

Taylor Swift

Stella McCartney’s multicolored “Eclypse” vegan sneakers were seen on stage during recent shows by the singer, one of the artists who sold the most records in the world behind Rihanna, who launched her own a few weeks ago. Luxury house under the aegis of the LVMH group.

© Facebook Taylor Swift

Between marketing coup and illustration – if necessary – the close links that unite music and fashion, this announced capsule remains above all a powerful initiative, targeting an audience ranging from the Millennial to the Alpha. So many generations sensitive to lasting values, the trademark of Stella McCartney, herself at the origin of a green charter presented to the United Nations …

In addition, Taylor Swift already markets her own online merchandising: in the first clip from this new album, “You Need to Calm Down”, she thus operates with scholars. product placements – phone case, night mask… – to shop directly on its official website.

The Taylor Swift x Stella McCartney capsule is expected to hit the market at the end of the summer.