Katy Perry, Fashion, the Super Bowl
America’s Super Bowl – the match of all matches for American football – sees some of the largest advertising rates in recorded history. This year, audiences were not just watching from their televisions, but from computers and via mobile devices, tablets and mobile phones. Immense viewership of the 2015 event warranted rates of $4.5 million (£3 million) for 30 seconds of air time and the game saw records broken across the board: 49.7 overnight rating and greater social media engagement than any other Super Bowl.
What does this mean for the half time show and for fashion? Collaborator of the moment, Jeremy Scott was chosen to design the four looks for songstress Katy Perry, who headlined the show. Scott said to ELLE.COM, "Katy called me in October, when I was in Milan for the Moschino show. I knew something was up.” The twelve-minute performance saw Scott’s whimsical signature on The Flame Dress, a beach ball-inspired California Girls Bikini, The Sweatshirt Dress - an oversized football jersey emblazoned with ‘49’ to signify the 49th Super Bowl and a spangled asymmetrical silver Moschino Star Gown for the finale. The hashtag #KatyPerrySuperBowl shows the looks from every angle along with countless memes. Scott added, "Every single outfit had to be vetted and approved by the NFL.”
Perry wore Scott’s designs on a gigantic animatronic tiger, sandwiched between dancing sharks, surrounded by pyrotechnics and mingled with guest appearances by Lenny Kravits and Missy Elliot. Record tweets were fired off with multiple hashtags making it the most tweeted Super Bowl of all time - up 14% from 2014 to 28.4 million. According to Network World, 65 million people put up posts about the game on Facebook, 4 million hours have been spent rewatching the Super Bowl ads on YouTube and there was an 85% Katy Perry stream increase on Spotify. That’s a win in anyone’s books - for Katy Perry, Jeremy Scott and Moschino.
