It takes a lot of effort and time to create iconic bodysuits for artists. However, these outfits bring a lot of benefits to brands.
Immense effort and time
When Chinese designer Yueqi Qi received a request to design Lisa’s iconic bodysuit for Coachella, she was in disbelief. In an interview with Business of Fashion, Yueqi Qi said that she couldn’t believe the request was real.
According to the designer, she quickly arranged her schedule to prioritize Lisa’s outfit, since the deadline was only within a few weeks. In the end, Yueqi Qi managed to create the gorgeous silver bodysuit with see-through details, which Lisa donned during her solo performance at Coachella.
The video of Lisa wearing this same outfit has quickly become viral worldwide, and fans spreaded the footage on every social platform possible. In fact, watching the various videos of Lisa, Yueqi Qi cannot help but burst out into tears.
Similar to Yueqi, other designers, like Nicolas Di Felice (a designer at Courrèges), also rushed to make an outfit that was eventually used for Beyoncé’s concert. According to Nicolas, he created a gorgeous bodysuit without knowing exactly when it would be worn.
Meanwhile, for famous brands, the process is no less intensive. Fausto Puglisi, the creative director of Roberto Cavalli, who worked Madonna’s stage clothes, even attended rehearsals to better adjust the outfits.
It is always a labor-intensive and rushed process to create clothes for famous artists. However, it also brings immense benefits to designers and fashion brands.
Global recognition
Concert costumes provide a perfect opportunity for designers to unleash their creativity. They can create unique and one-of-a-kind pieces. While actors only pose for a few minutes on the red carpet, singers will wear a costume and perform intricate choreography for multiple nights. Additionally, impressive outfits combined with legendary performances can leave a lasting impression on the audience.
Moreover, designers can elevate their reputation through their relationship with singers. For instance, when Madonna wore Jean Paul Gaulthier’s cone bra and Lady Gaga donned Alexander McQueen shoes, these brands enjoyed massive fame.
In BLACKPINK Lisa’s case, her outfit has brought Yueqi Qi global fame, raising the designer’s status and would bring her numerous future opportunities.
Meanwhile, with Beyoncé’s tour ongoing, searches for “Renaissance tour outfits” have increased by 658%, according to Nasty Gal. This retailer even created a section solely for clothing inspired by Beyoncé’s tour, in an effort to attract customers.
On the other hand, Nicolas Di Felice emphasizes the influence of Korean idols. According to him, artists like BLACKPINK and LE SSERAFIM have helped expand the awareness of Courrèges as a brand.
For fashion brands, a tour or music festival can create globally viral moments. They don’t occur frequently, and many brands are willing to invest to become part of these worldwide trending moments.
Source: The Business of Fashion, Nasty Gal
