Like a well-practiced routine, Taylor Swift shows up at Kansas City Chiefs games just over an hour before kickoff. She hops into a golf cart alone or accompanied by friends and family, making her way to the vibrant red-and-gold tunnel. With confidence, the fashion-forward star walks down the path as news photographers capture every moment with their cameras and recorders.

The photos quickly flood social media, shared by Swift’s dedicated fan accounts globally. By the time she settles into her suite overlooking the game, hundreds of thousands of fans have liked, commented on, and shared images of her game outfit. Searches for her fashion choices soar on Google, and often her outfits and accessories sell out shortly afterward.

‘Glitter & Gold’: A special issue on Swift and Kelce’s romance

‘From makeup to magazines’

In October, Swift sported glitter freckles during the game against the New Orleans Saints, changing the trajectory for young entrepreneur Aliett Buttelman. Co-founder of Fazit Beauty, Buttelman had a dream as of April 16: to see Swift wear her metallic faux freckles. Through a mix of determination and savvy marketing, she achieved this milestone in under six months.

“We sent samples to (Swift’s) makeup artist’s representative, Lori Turk, back in May,” she recalls.

However, Buttelman was unaware that Swift would showcase her product during an NFL game.

“I just burst into tears,” Buttelman shares. A TikTok of her emotional reaction has amassed over 7 million views, and her sales skyrocketed by 3,500% after Swift’s game appearance.

The pop sensation’s spontaneous endorsement, combined with viral TikTok content and attention from Urban Outfitters, elevated the brand in the cosmetics sector.

“We’re finally attracting the retailers we’ve always wanted, who are going above and beyond for us,” Buttelman states. “The same goes for corporate partnerships. Fortune 500 companies and national sports teams are seeking us out for the first time.”

‘Classic red lips, a signature style’

Influencer Sarah Chapelle has been tracking Swift’s fashion picks for 13 years. She details the brands and prices of Swift’s jewelry, outfits, footwear, and bags, becoming a trusted authority on the star’s style.

Her extensive compilation of Swift’s iconic fashion choices led her to write the New York Times bestselling book, “Taylor Swift Style.”

“Documenting Taylor’s style has blended my passions, and it continues to inspire me,” Chapelle explains. “The intersection of Taylor, whose music has been significant to me for more than half my life, along with fashion’s power as a means of expression, has captivated me since my teenage years.”

Chapelle has observed marked differences between Swift’s first and second seasons at Arrowhead.

In the first season, themes revolved around vintage styles, promoting local and women-owned brands, and adopting a supporting role. Many looks featured nostalgic sweatshirts or customized jackets displaying No. 87, Travis Kelce’s jersey number. Chapelle mentions that Swift’s 13th appearance — at the Super Bowl — included nods to several of her previous game outfits throughout the year.

“The Super Bowl look was perfectly executed,” Chapelle comments. “The Dion Lee corset referenced her Game 3 attire while also nodding to Australia, the next tour stop. Her WEAR by EA jacket was another callback to Game 3, and the AREA embellished pants blended the colors of shorts from Game 1 and Game 2. There were numerous nostalgic elements, striking a balance between sentimentality and sparkle.”

‘What if I told you I’m back?’

After concluding the European section of the Eras Tour, Swift took to the Chiefs tunnel in September as if she were strutting down a runway at New York Fashion Week.

With her hair flowing, she arrived at Arrowhead wearing a blue denim Versace “Medusa” bustier ($1,325), a short denim Grlfrnd skirt ($115), and thigh-high maroon Giuseppe Zanotti boots ($1,600).

“Her look exuded confidence and boldness,” Chapelle states. “Year 2 showcased much more elevated looks, as she seemed to embrace new levels of glam and was more playful with her fashion.”

Chapelle notes that Kelce appears to enjoy experimenting with his own fashion as his videos circulate within the Swift fandom. Though Chapelle often sees Kelce headed to the locker room with an energy drink in hand, her focus isn’t on documenting No. 87.

“Travis seems to be open to having fun and being playful with his fashion,” she remarks. “He radiates excitement when it comes to trying out different patterns and prints.”

Swift’s second season themes encompass more refined styles, plaid and checkered designs, and vintage pieces.

‘Why resist what’s magical?’

As Swift has become a symbol of the Chiefs by singing about the team during her Eras Tour and baking cookies to celebrate victories for coaches and players, Kansas City’s football roster has evolved to incorporate her into their red-and-gold narrative.

Initially, photographers would capture the singer racing to her box seat. Field photojournalists documented her joy as she cheered. She built familiarity with Arrowhead’s staff and security, turning the initial excitement into comfort.

Photographers now expect to gather in the tunnel to catch her full outfit. Swift is well aware of this routine, which is why she consistently wears distinctive, show-stopping looks tailor-made for her fans.

Much of this success is credited to Joseph Cassell Falconer, Swift’s stylist for over a decade, who curates her game day wardrobe.

And with Kelce’s continued involvement for another year (his 13th), there is sure to be more attention, articles, and lives positively impacted by Swift’s fashion choices.

Follow Bryan West, News Network’s Taylor Swift reporter, on Instagram, TikTok, and X as @BryanWestTV.