The landscape of fashion is ever-evolving, and a notable shift has been the re-emergence of merchandise as a prominent style statement. Far from being a transient fad, this trend, propelled by influential figures, now signifies a profound quest for authenticity and belonging. It's no longer just about displaying brand loyalty; instead, it's a visual declaration of personal values, allegiances, and a desire for meaningful connection in an increasingly fragmented society. This renewed interest in merch speaks to a deeper human need to articulate identity and find common ground with others through shared symbols and narratives.
Celebrities Redefine Merch: A Chronicle of Style and Statement
In a surprising turn of events in May, in the heart of Vatican City, Pope Leo XIV was spotted in a striking combination of his traditional papal attire and a Chicago White Sox baseball cap, a moment that underscored the growing prevalence of merchandise in public life. This unexpected sighting highlighted a burgeoning trend where public figures are embracing merch, not just for its casual appeal but as a potent form of self-expression.
The past year has seen numerous celebrities adopting this style. During the bustling awards season, the renowned artist Bad Bunny consistently wore his "Saint Barth West Indies" tourist cap, even gracing red carpets with it. Around the same time, Jennifer Lawrence paired her sophisticated red mesh flats with a casual Twilight Saga hat, demonstrating a blend of high fashion and fan culture. Dua Lipa, basking in the sun, proudly sported a bikini from her own Radical Optimism Tour collection, blurring the lines between artist and brand. As the NBA Playoffs unfolded, Timothée Chalamet passionately showcased his allegiance to the New York Knicks through a series of team-themed outfits, with his partner, Kylie Jenner, even joining in, donning Knicks-inspired lingerie to show her support.
The trend extends beyond sports and music. Just weeks ago, Britney Spears unveiled a surprising merchandise collaboration with Balenciaga, while Jay-Z was seen in Paris, wearing merch from his wife Beyoncé’s Cowboy Carter Tour. Earlier in the current month, Anne Hathaway elegantly combined high-end designer jeans with a baseball cap purchased from Bruce Springsteen's official merch store. Madonna was also observed in New York City, wearing Spears’s Balenciaga-designed merchandise, indicating a cross-pollination of celebrity endorsements.
Book-related merchandise is also experiencing a surge in popularity. Model Kaia Gerber has been seen sporting t-shirts from McNally Jackson Books, a New York City establishment, and her former partner Austin Butler has carried a tote bag from the same bookstore. This showcases how personal interests, even niche ones, are being openly celebrated through apparel.
Beyond commercial ventures, merchandise is increasingly used to express political and social viewpoints. Clothing from organizations like the Human Rights Campaign, March for the Movement, and CHNGE has gained visibility, serving as wearable statements amidst global political tensions. A notable instance involved Pedro Pascal, who created a stir by wearing a "Protect the Dolls" shirt, advocating for the trans community, ingeniously paired with an inverted New York baseball cap – an example of "merch on merch." This strategic use of celebrity influence transforms individuals into powerful, walking billboards for significant causes.
The current iteration of merchandise differs from its previous peak in the 2010s, when artists like Kanye West collaborated with designers such as Virgil Abloh. While that era saw merch becoming a high-fashion commodity, the 2025 trend emphasizes accessibility and a desire to break down traditional barriers. Affordable items like Beyoncé's "Levii's" T-shirt with Levi's, or Shakira’s Hard Rock Cafe tour merch, allow fans to instantly connect and express solidarity. As stylist Alexandra Grandquist notes, these pieces offer a more personal and "cooler" alternative to generic branded apparel, creating a silent, visual dialogue that transcends casual conversation.
This renewed embrace of merchandise, as articulated by stylist Alexandra Grandquist and creative director Bryan Escareño, is fundamentally about fostering a sense of community and individual identity. In a world often marked by uncertainty and rapid change, wearing a piece of merch—whether it represents a sports team, a band, a political stance, or a beloved bookstore—becomes a tangible way to declare one's affiliations and values. It acts as a non-verbal conversation starter, drawing together like-minded individuals and cultivating a collective identity. This desire for genuine connection and self-expression through clothing is a powerful force, allowing people to "plant their flag" and communicate who they are and what they stand for in a visible, meaningful way.