Friendship bracelets have become inseparable from Taylor Swift and her completely sold out Eras tour.
Friendship bracelets, once a symbol of nostalgia, have seen a resurgence in popularity thanks to Swift. Fans are now creating numerous bracelets to exchange with other Swifties at concerts.
What prompted the beginning of this trend and what is the reason for fans’ intense interest?
Can you explain what friendship bracelets are?
If you have never been a 12-year-old girl at a sleepover party, let me explain. The bracelets are created by braiding materials or using beads and then given to a close friend.
According to certain sources, the origin of these bracelets can be linked to the Indigenous groups in Central and South America. In the 1970s, hippies popularized the use of macrame friendship bracelets, while in the 90s and early 2000s, schoolchildren traded bracelets made with “scoubidou” in various knotted designs on the playground.
What are fans of Taylor Swift creating?
At the Eras tour, friendship bracelets are exchanged and are typically created with a mix of beads in different colors. The bracelets often feature words and popular phrases, including song lyrics, titles, or inside jokes from fandoms.
Countless tutorials can be found online for creating personalized friendship bracelets to commemorate the tour. Fans have taken to TikTok to showcase their handiwork, garnering millions of views.
It is not unusual for groups of friends to meet before a performance to make bracelets together. There are also Facebook groups specifically for exchanging crafting advice and outfit inspiration.
What is the reason for fans creating and exchanging them?
This trend cannot be attributed to one specific fan of Taylor Swift, but we do know its origin – Swift’s song “You’re on Your Own, Kid” from her album “Midnights.”
The song’s lyrics include the phrase, “Let’s create friendship bracelets, savor the moment”.
When was this trend initiated?
The album Midnights was launched in October of 2022. Shortly after, the Eras tour, which covers Taylor Swift’s entire music career, was announced. Some fans proposed the idea of exchanging friendship bracelets during the show, and this sparked a global trend.
Is the demand for beads high?
Craft stores have been experiencing a high demand for beads, with some even completely selling out. This has led to a “great bead shortage” in Brisbane. While bead stores in Brisbane have not yet sold out, they have noticed a significant increase in sales since the announcement of Taylor Swift’s Australian tour last June. The tour will begin in Melbourne on 16 February.
Paul Georgiou, the manager of Bead, Trimming and Co, has observed a significant increase in demand for bulk wholesale beads, particularly for dance performances and film costumes. However, he notes that the Eras tour has presented a unique situation.
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He playfully remarked that Taylor Swift is a self-sufficient market, as he has managed to sell over 20,000 individual bracelets since the announcement of her Australian tour.
Klarna’s financial service saw a massive 915% surge in the sale of friendship bracelet kits in September, while eBay’s recent data reveals a staggering 15,200% rise in searches for friendship bracelets.
There is now a growing trend of handmade bracelets inspired by Swift, being sold on Instagram and Etsy.
Has the phenomenon expanded beyond Taylor Swift?
In summary, the answer is affirmative.
The popularity of friendship bracelets has been attributed to the Eras tour, but it has since evolved into its own trend. Despite originally being viewed as a pastime for kids, it has been embraced by Gen Z and millennials. There have even been instances of celebrities exchanging bracelets with each other.
Last month, a TikTok video featuring the Brisbane Broncos receiving personalized friendship bracelets gained widespread attention. Additionally, ex-One Direction singer Louis Tomlinson was presented with a friendship bracelet at the Australian Open last month.
The undeniable love story between musician Taylor Swift and NFL player Travis Kelce of the Kansas City Chiefs began with a bracelet. Kelce crafted a bracelet with his phone number, hoping to catch Swift’s attention at one of her concerts. Although he never got the opportunity to give it to her, the two are now happily in a relationship.
What is the reason for its immense popularity?
One possible reason for its popularity is Gen Z’s fondness for nostalgic 2000s trends. Another factor could be the creation of a real sense of community and opportunity to form new friendships outside of the internet. For long-time fans of Taylor Swift, it also allows them to share their passion for music and crafting with their children.
Source: theguardian.com
